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

The New Mexico Tourism Department is committed to showcasing partners and contributing to their success. Its national award-winning program made big leaps in the past two fiscal years and will continue to break ground. 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!

The application cycle for fiscal year 2019 (July 1, 2018 - June 30, 2019) is now closed.

Applicants can click HERE to view resource documents and HERE to access their accounts and applications (in read-only form). We anticipate opening the next cycle around March 1, 2019.

If you are interested in leveraging the NM Tourism Department’s media relationships for FY19, click HERE to request more information about our new Preferred Rate Program (for NM tourism-related organizations). 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.

Looking for brand and ad production guidance?
Watch "Execute with Excellence" webinar recorded June 5, 2018 and associated tutorial "How to Complete an ACE Form" or review presentation slides:
     - Part I: Creative Coaching
     - Part II: Production Tools and Flow

Here's what a couple of our partners have to say about working with us:

On behalf of the Grant County Commissioners and Grant County Lodgers Tax Advisory Board, we greatly appreciate the Department of Tourism’s Cooperative Marketing Grant Program. Because of this program, we are able to utilize marketing materials that we would otherwise not be able to afford. In particular, the articles written through the Roots Rated program and distributed via Facebook are fantastic pieces that we will be able to promote and use in other places for quite a while. As an all-volunteer group (the Lodgers Tax Board), the value this program adds to our other marketing efforts is immeasurable.
                                                                                                                                                  Becky O’Connor
                                                                                                 Chair, Grant County Lodgers Tax Advisory Board
                                                                                                                    Owner, Casitas de Gila Guesthouses

New Mexico CoOp Grant funding has been an essential partner in helping develop the craft beer and wine market for local producers. We have leveraged their matching funds to help propel our brands into the consumers’ hands, literally, with specialty glassware that has shelf life in consumers’ homes. We have thousands of glasses reminding people to drink local and support New Mexico True Certified brands. We have also been able to take our message outside the state, something we have never had the funding or knowledge to do prior to CoOp. NM Tourism Department is certainly one of our top marketing partners.
                                                                                                                                                         −Chris Goblet
                                                                                                                   Executive Director, New Mexico Wine
                                                                                                     (former Executive Director, NM Brewers Guild)

Thank YOU! We appreciate all our partners and everything you do to further the economic impact of tourism in New Mexico!

Speaking of which, click here to review results from fiscal year 2016-17.

Administrative, Programmatic and Technical Support: 

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

For questions regarding the FY18 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 |