IS CoOp Grant Sub Hero

Cooperative Marketing

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.

An open letter to our valued partners:

We want you to know that the Tourism Department is committed to continuing this successful, mutually beneficial program. We are grateful for your past participation and understanding as we made big leaps in fiscal year 2017.

This year, the evolution of  the Cooperative Marketing Program or “CoOp” leveraged our relationship with Talweg Creative and combined buying power to negotiate deep discounts for our partners with prime print publications like Texas Monthly and Outside Magazine along with digital media outlets like TripAdvisor and Pandora. We envision expanding this benefit in the coming fiscal year (FY18), streamlining the application process and reducing your burden prior to reimbursement.

As you know, we are in the midst of a legislative session during trying times. For this reason, we cannot provide any definitive information on funding amounts or grant application timeline. However, please know that working with dedicated partners like you is one of our top priorities. It is our intention to open the grant cycle this spring and keep funding as close to previous levels as possible. We appreciate your patience and will be in touch again in late-March. In addition, we thank you in advance for your cooperation as we’ll have to work quickly and work together if we’re to accomplish our shared goals, ensuring everything is in place by July 1, and we’re poised for success in the coming fiscal year.


Andrea M. Lawrence, CTP, CTIS

Brand Development & Marketing Specialist

505-795-0108 |

The FY17 grant cycle is now closed.

The information below outlines the structure of the current program. Grantees can review the parameters and reference the following tables to assist fulfilling their contracts.

Those interested in the FY18 grant cycle, scheduled to open in spring 2017, are also welcome to review this information with the understanding that it is subject to change.

Everyone can access supporting documents here  including eligible/ineligible expenses and the Tracking and Impact Report. (You do not need to have an account to reference these materials.)

Both programs share the following parameters:

  • Matching grants are available to destination or event entities of any size, including collaborations of separate entities
  • Funding requires application by the partner and approval by NMTD (online and per timeline provided)
  • Require use of and strict adherence to New Mexico True brand guidelines and creative approval by NMTD
  • Allows leverage of partner entity’s choice of resources for creative development and media placement/trafficking
  • Partner is responsible for payment of entire investment, as grant funds will not be paid by NMTD until proof of placement and proof of payment are received within 30 days of in-market date

 1.  NEW! Co-Operative Advertising Media Menu Program (MMP Co-Op)

  • 1:1 Partner: NMTD match for select print, in-airport out-of-home (OOH), and digital media menu options
  • No minimum investment level; maximum funding of $50K per application
  • Partner commits to invest in specific media menu items at special rates negotiated on behalf of NMTD by Talweg Creative. (At time of request, partner will indicate a rank order of priority for all menu items selected. In the event there are more requests than available NMTD funds, partner’s lower priority menu items may be declined)
  • Media menu pricing has been negotiated on behalf of NMTD and is NOT intended to be public. Pricing may be viewed only when securely logged into GoGrants.
  • Final grant approval subject to partner’s agreement to:
    • Work directly with (or through partner’s ad/media agency) selected and approved media vendors to contract and place media (at pre-negotiated rates for NMTD MMP Co-Op)
    • Develop creative at partner’s own expense, leveraging NMTD brand assets, in strict compliance with New Mexico True Brand Guidelines, and approved by NMTD prior to timely submission to media vendors
    • Provide proof of placement and reimbursement request for selected and approved media menu selections to NMTD within 30 days of in-market date


Click here to download examples of creative placements.


2. Flexible Co-Op Grant Program (FLEX Co-Op)

  •  1:1 matching grants up to $10K max NMTD investment for “off menu” marketing programs
  • Traditional process, simplified application


Both MMP Co-Op and FLEX Co-Op applications will be opened on Monday, October 17, 2016 (you will not be able to access the application prior to then). Completed applications must be submitted on or before 4:00PM mtn on Monday, November 7th, 2016. Late or incomplete applications will not be considered. All applications must be submitted via the online process found on this website; paper applications will not be considered.



Reference Documents: 



Jordan Guenther
Director, Brand Advertising & Marketing