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. Watch our video to see what our partners can expect from this year's "CoOp" program.

    Here's what you need to know about the FY23 Cooperative Marketing & Advertising Program.

    • 2:1 dollar match for all awarded partners' investments (pending funding outcomes of 2022 Legislative Session)
    • Media strategy customized for your unique situation and priorities 
    • Opportunity to apply locally allocated federal relief funds for greater impact 
    • Increased optimization of digital initiatives
    • Fueled by New Mexico True brand equity
    • Partner Service Representative supports entire process 
    • Quarterly performance reports optimize digital ROI

    What's Next

    • Mandatory Partner Priorities and Situation Assessment due February 7
    • Program details announced March 1
    • Smart Select Media Menus delivered to eligible applicants starting March 4
    • Media Consultations and Concierge appointments available from March 4 through April 1
    • Applications due April 8
    • Award decisions communicated May 16


    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

    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

    As Department and Partner, we form a cohesive team working in concert to accomplish 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. 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 (FY22 notwithstanding) 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.​

  • 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 Brandy.Velarde@state.nm.us.
    For programmatic or technical support, contact program manager Andrea Lawrence at 505-795-0108 or Andrea.Lawrence@state.nm.us.

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.