Cooperative Marketing (Co-Op)

In support of the Tourism Department’s mission to make New Mexico the primary destination for venturesome travelers, the Cooperative Marketing Grant Program (Co-Op) offers an avenue for tourism related, non-profit organizations, local and tribal governments to attract visitors to their destinations and events through advertising. The Co-Op program allows you to leverage the successful New Mexico True brand, building on millions of cumulative brand impressions to draw visitors to your destination.

Cooperative Marketing Grant Program

 As you know, the New Mexico Tourism Department is committed to its Cooperative Marketing program*. This successful, long-running, mutually beneficial program made big leaps in the past two fiscal years and will continue to break ground as we move into FY19. When the next cycle opens, anticipate seeing a return of both the Media Menu and Flex plans with improvements based on your feedback, to both streamline the process and provide more ways you can put New Mexico True to work for you!

Mark your calendars for the following important dates for the upcoming FY19 Grant Cycle:

Tuesday 1/30 from 2:00 - 3:15PM
CoOp Breakout Session at TRENDS Conference,  La Fonda, Santa Fe

Thursday 3/1 from 10:00 - 11:30AM  
FY19 CoOp Program Webinar (MANDATORY for all applicants and their ad agencies)

*Note that eligible entities include counties, municipalities, tribal governments and IRS non-profit organizations. 

If you missed the FY18 application window and are interested in leveraging the NM Tourism Department’s media relationships, click HERE to request more information about our new Preferred Rate Program. As with all our cooperative efforts, creative must meet brand guidelines and be approved in advance. Click HERE to access our Asset Site including Ad Builder Guidebook, tools and resources to develop beautiful advertising, and the Ad Content Execution (ACE) Form.

While the grant cycle is currently closed, prospective partners will soon have access to a wealth of information that will prepare you for when the application process opens again in early 2018 for fiscal year 2019 (July 1, 2018 - June 30, 2019). 

We appreciate your partnership and all you do to further the economic impact of tourism in New Mexico. We look forward to working with you in the future!

Administrative, Programmatic and Technical Support: 

For programmatic or technical support, contact program manager Andrea Lawrence at 505-795-0108 or

For questions regarding the Flex reimbursement or reporting process, contact financial specialist Brandy Velarde at 505-500-7890 or

We look forward to working with our partners on another successful year!


Andrea M. Lawrence, CTP, CTIS
Brand Development & Marketing Specialist
505-795-0108 |