SANTA FE — Skift – the leading trade publication for tourism and hospitality news – named the New Mexico True Living Legends series as a finalist for the 2023 Skift IDEA Awards.

The New Mexico True Living Legends series was nominated as a finalist for the “Marketing” award under the “Creative Thinkers” category. New Mexico True is the only U.S. destination marketing organization (DMO) selected as a finalist for the “Marketing” award.

The Utah Office of Tourism was the only other statewide DMO and Experience Kissimmee and Visit Seattle were the only U.S. DMOs selected as a finalist for the 2023 Skift IDEA Awards.

“When we made the decision to refresh our creative strategy with an emphasis on storytelling, it made perfect sense to channel that strategy through the voices of the people who make New Mexico such a memorable place to visit,” said Tourism Secretary Jen Paul Schroer. “More people are taking notice of the standard that the creative team behind the New Mexico True brand is setting for destination marketing and I’m incredibly proud that we continue to turn heads through our creative execution.”

The Living Legends series is a collection of character-focused stories that illuminate the Land of Enchantment’s renowned tradition of adventure steeped in culture. The campaign spotlights contemporary icons who have been shaped by the history, heritage and landscapes of New Mexico. The New Mexico True Living Legends series includes:

The full collection from the Living Legends series is available on the New Mexico True Youtube channel.

The Skift IDEA Awards, now in its fifth year, were designed to recognize the impactful and inspiring projects from tourism-related brands, agencies and technology companies that solve traveler challenges, inspire change and define the future of travel.

Click here to review the complete shortlist of 2023 Skift IDEA Award finalists. Award winners will be announced in August 2023.