Cooperative Marketing Overview

The New Mexico Tourism Department remains laser-focused on its vision to be the primary destination for venturesome travelers and its mission to grow New Mexico’s economy through tourism. Since 2011, we have defined our target market as those with an adventurous spirit and thirst for authenticity and seen consecutive year-over-year growth, proving that what New Mexico offers meets the needs of these thought leaders, early adopters, information seekers, and travelers who gravitate toward authentic experiences. 

Team True is grateful to the many partners who share our vision, support our mission, align with our brand, and contribute to our collective success. Among many other things, four foundational components are part of our success: (1) building a magnetic brand, (2) inspiring pride of place, (3) unifying and serving the industry, and (4) requiring rigor. Everything we think about and do adheres to one of these strategic planks.

Through the Cooperative Marketing and Advertising Program (CoOp), one of the Department’s longest running and most popular, we partner with eligible entities (tourism-related non-profit organizations, local and tribal governments, e.g. counties and municipalities) who believe in our mission, align with our philosophies, and strive to improve the quality of life in their communities. We especially appreciate all who share our exacting standards for integrity, inclusivity, quality, and accountability.

At the Tourism Department, we adhere to focused advertising that capitalizes on our competitive advantage and encourage our partners to do the same (advertising your destination, attractions, and events more than 60 miles away). These advantages include cultural heritage, arts, culinary, and outdoor adventure. We use these “Experience Pillars” to dispel misperceptions about our state. In addition, they set us apart from our competition and reinforce our brand promise to deliver adventure steeped in culture. Part of CoOp advertising is telling the unique story of your people and places in this context.

In the current fiscal cycle of the CoOp Program, 33 awarded entities received $600,000 in matching funds to showcase destinations, attractions, and events. Co-branded advertising with total media value of $1.25 million stretched from Texas to Arizona and north to Colorado. Engaging, “sight-doing” content and vivid imagery showed people New Mexico has a lot to offer.

Recent years’ grant partners and marketing efforts have included:

  • Artesia Chamber of Commerce – history in bronze and downtown walking tour
  • Farmington Convention & Visitors Bureau – outdoor recreation
  • Doña Ana Arts Council – Renaissance Arts Faire
  • Indian Pueblo Cultural Center – Native history, arts, and culture
  • Edgewood Chamber of Commerce – Cowboy Days, Route 66
  • Town of Mesilla – Plaza, dining and craft beverages
  • Southwest NM Art, Culture & Tourism – Town of Silver City, attractions, events
  • Navajo Tourism – Outdoor recreation
  • City of Tucumcari – Route 66, video content creation and distribution
  • NM Wine & Grape Growers Association – Wine trail, festivals

As Department and Partner, we form a cohesive team striving to accomplish shared goals. We rely on one another to provide the following: respect, professionalism, ongoing and transparent communication, guidance and support as needed, on-time delivery of time-sensitive responses and materials.

Our review committee carefully and thoroughly reviews each eligible, completed, timely submission. Members want to give each application the attention it deserves. Therefore, they delve into application details paying close attention to desired outcomes, rationale, target markets and associated placement selections, budget, justification, and narrative. As you know from completing the process, it takes time. We set aside 3-6 weeks for evaluation and recommendations.

We encourage:

  • Holistic, strategic planning
  • Collaboration
  • Innovative thinking
  • Multiple funding sources

We ask that you:

  1. Request a reasonable amount, one that complements your overall budget and additional sources of marketing dollars
  2. Take into account an historic budget of $600,000 with annual disbursement to 30-50 entities; the past three fiscal years’ average award totaled $16,382
  3. Ensure any Flex Plan requests are eligible expenses, that they’re supported with estimates, and don’t insinuate any conflict of interest
    1. The Department does not fund agency commissions/fees, printed collateral, advertising within 60 miles, FAM tours, product development, subscriptions, travel, product development, salaries or personnel costs, among other things.
    2. The above represents a partial list. Refer to the published "Eligible & Ineligible Expenses" on the Cooperative Marketing Resources page for more information.​

The Cooperative Marketing & Advertising Program made big leaps in the past several years. Together, we are part of a national award-winning effort. We will continue to break ground and work together on successful campaigns.

The grant cycle for the current fiscal year is closed. Look for the next cycle to open in early March. Applicants will see a return of both the Media Menu and Flex plans with improvements based on your feedback.

  • Sign up for Tourism Talk, our bi-weekly e-news, to ensure you don’t miss important announcements.
  • To review documents for the current cycle and/or plan for future, click on the Resources box.
  • To read what our partners have to say, click on the Testimonials box.

We’re always looking for ways to improve the process, make our program, and your destinations, attractions, and events even more successful. Please share your ideas for how New Mexico True can work for you.

Current and Prior Years Awards

Administrative, Programmatic and Technical Support

For administrative questions regarding the Flex reimbursement or reporting process, contact financial specialist Brandy Velarde at 505-500-7890 or
For programmatic or technical support, contact program manager Andrea Lawrence at 505-795-0108 or