Overview

Welcome!

The New Mexico Tourism Department remains laser-focused and has never been more committed to its mission to grow New Mexico’s economy through tourism. Here's a brief overview of what partners can expect from our "CoOp" program.

Here's what you need to know about the FY24 Cooperative Marketing & Advertising Program.

Key Program Details

Matching investments for all awarded partners' MMP and Flex initiatives (match pending funding outcomes of 2023 Legislative Session)
Media strategy customized for your unique situation and priorities
Increased optimization of digital initiatives
Fueled by New Mexico True brand equity
Partner Service Representative supports entire process
Quarterly performance reports optimize digital ROI

Key Program Dates for FY24

MANDATORY Partner Priorities and Situation Assessment Survey opens January 24
MANDATORY Partner priorities and Situation Assessment Survey due February 24
Media Consultations available from March 24 through April 14
Applications due April 21

For general program information, expand any section below to learn more.

Introduction

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.

Recent Accomplishments

For fiscal year 2023 of the CoOp program, the New Mexico Tourism Department (NMTD) awarded nearly $4 million to 41 local governments and tourism-related organizations across New Mexico. Through engaging visuals and compelling storytelling, the awarded marketing and advertising initiatives will speak to potential travelers and showcase New Mexico as the premier location for venturesome travelers.

In total, NMTD awarded $3,866,693 to grant recipients through a 2:1 match. The joint investment in tourism advertising between NMTD and all grant recipients will be a record $5.8 million.

In fiscal year 2022 of the CoOp Program, 42 awarded entities received $3.2 million in matching funds to showcase destinations and their assets. Co-branded advertising with total media value of $5 million spanned audiences segmented by geography, demography, and behavior. Engaging, “sight-doing” content and vivid imagery showed them all New Mexico has a lot to offer.

Recent years’ grant partners and marketing efforts have included:

Bernalillo Community Museum – written article creation and distribution
Clovis/Curry County Chamber of Commerce – crowdsourced photo and video management
Village of Questa – print ads in regional lifestyle magazines
Grant County – digital video and image display advertising
Discover Navajo – digital billboards in Albuquerque
Town of Red River – hosting social media influencers
Town of Mesilla – native virtual tour distribution
City of Tucumcari – video content creation and distribution

Looking back, in FY21 (fiscal year spanning July 1, 2020 to June 30, 2021), the Department responded to the devastating effects of the COVID-19 pandemic by introducing Recovery Readiness Initiatives. Our collaborative efforts with 44 destination marketing organizations (DMOs) and tourism industry partners around New Mexico poised them for renewal and as a result, we're seeing data that demonstrates economic progress is underway.

Our Relationship

The New Mexico Tourism Department strives to work alongside our awarded partners to accomplish our shared goals. We rely on one another to provide the following: respect, professionalism, ongoing and transparent communication, guidance and support, on-time delivery of time-sensitive responses and materials.

Our application review committee carefully and thoroughly reviews each eligible, completed, timely submission. Its members want to give each application the attention it deserves. Therefore, they delve into submission details paying close attention to desired outcomes, rationale, target markets and associated placement selections, budget, justification, and narrative. This is a process that 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:

Request a reasonable amount: one that complements your overall budget and additional sources of marketing dollars, and organizational bandwidth to complete the selected initiatives.
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.

Award History

Current and Prior Years Awards

Support

Administrative, Programmatic and Technical Support

For administrative questions regarding Flex reimbursements, MMP initiatives, technical support, or reporting processes contact our Cooperative Marketing Program Coordinator Nelida Griego at 505-795-0108 or Nelida.Griego@td.nm.gov.

For programmatic support, contact program manager Taylor Lawrence at 505-469-4613 or Taylor.Lawrence@td.nm.gov.

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.

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.