**What Makes the New Mexico Tourism Commercial So Successful?**

Are you curious about the New Mexico Tourism Commercial and its impact on travel? SIXT.VN is here to guide you through the key elements of this successful campaign, from its initial launch to its recent refresh, highlighting how it boosted visitor spending and awareness of New Mexico as a premier travel destination. Discover how the state balances tourism growth with responsible stewardship of its land and communities, ensuring a win-win situation for both visitors and locals with cultural tourism and sustainable tourism practices.

1. What is the New Mexico Tourism Commercial and Why Is It So Effective?

The new mexico tourism commercial, particularly the “New Mexico True” campaign, is a marketing initiative designed to attract visitors to the state by showcasing its unique culture, landscapes, and experiences. According to research from the New Mexico Tourism Department in 2021, this commercial is effective because it uses storytelling to connect with potential travelers, highlighting the people, culture, and land in a way that resonates emotionally.

The effectiveness of the New Mexico True campaign can be attributed to several factors:

• Authentic Storytelling: The campaign moved away from generic imagery to focus on genuine stories of the people and places in New Mexico. This approach allows potential visitors to connect with the state on a deeper level, making them more likely to plan a visit.
• Strategic Marketing: The New Mexico Tourism Department strategically targeted key markets, such as Los Angeles, with specific ad campaigns. This targeted approach ensured that the campaign reached the right audience, resulting in a significant return on investment.
• Collaboration with Local Communities: The campaign works with local and tribal governments to ensure that tourism benefits these communities. This collaboration helps to create a more sustainable and inclusive tourism industry, which is appealing to many travelers.
• Adaptation and Refreshment: The campaign has been refreshed over the years to stay relevant and address changing traveler preferences. This adaptability has allowed the campaign to maintain its effectiveness over time.
• Brand Recognition: The “New Mexico True” brand has become well-recognized and respected, both within the state and nationally. This brand recognition helps to attract visitors and promote the state as a desirable travel destination.
• Focus on Sustainability: The campaign emphasizes responsible tourism practices, which appeals to travelers who are concerned about the environment and the impact of their travels on local communities.

The New Mexico True campaign is more than just a tourism advertisement; it’s a comprehensive marketing strategy that combines authentic storytelling, strategic targeting, and collaboration with local communities to create a sustainable and successful tourism industry.

2. How Did the New Mexico True Campaign Evolve Over the Past Decade?

The New Mexico True campaign has evolved significantly over the past decade, adapting to changing market conditions and traveler preferences. According to the New Mexico Tourism Department, the campaign initially launched in 2012 to showcase the state as a land of adventure steeped in culture.

Here’s a breakdown of its evolution:

• Initial Launch (2012): The campaign was first launched to address a lack of awareness about New Mexico as a travel destination. The initial strategy focused on showcasing the state’s diverse landscapes and cultural attractions through a montage of images featuring activities like canoeing, skiing, and fishing.
• Shift to Storytelling (2021): Recognizing the power of storytelling, the campaign shifted its focus to longer-format video stories about the people, culture, and land of New Mexico. This approach resonated strongly with audiences, generating significant engagement and positive feedback.
• Targeted Marketing Efforts: The tourism department identified Los Angeles as a key market and launched a targeted ad campaign in the city, featuring ads in Los Angeles International Airport’s domestic terminals. This effort proved highly successful, attracting a significant number of visitors and generating substantial visitor spending.
• Focus on Sustainability: As awareness of environmental and social issues grew, the campaign incorporated a greater emphasis on responsible tourism practices, working with local and tribal governments to ensure that tourism benefits these communities.
• Addressing Criticism: The campaign has also faced criticism for allegedly articulating colonial ideologies. In response, the tourism department has made efforts to feature native artists in its campaigns and ensure that tourism dollars are directed to Indigenous communities.

The New Mexico True campaign has evolved from a simple montage of images to a sophisticated storytelling platform that promotes responsible tourism and celebrates the state’s diverse culture and heritage. This evolution has allowed the campaign to remain relevant and effective in attracting visitors to New Mexico.

3. What Impact Did the New Mexico Tourism Commercial Have on Visitor Spending?

The New Mexico tourism commercial, especially the “New Mexico True” campaign, had a substantial positive impact on visitor spending. The New Mexico Tourism Department reports that visitor spending jumped 29 percent between 2013 and 2019, reaching record-breaking levels before the pandemic.

Here are some key statistics highlighting the impact:

• Pre-Pandemic Growth: From 2013 to 2019, visitor spending in New Mexico increased by 29%, indicating a strong and sustained period of growth driven by the New Mexico True campaign and other tourism initiatives.
• Post-Pandemic Recovery: In 2021, after a drop in 2020 due to the pandemic, visitor spending surpassed 2019 levels, with 39.2 million visitors injecting $7.2 billion into the New Mexico economy. This rapid recovery demonstrates the resilience of the state’s tourism industry and the effectiveness of the campaign in attracting visitors even during challenging times.
• Targeted Marketing ROI: The $1.9 million ad campaign in Los Angeles resulted in 80,000 trips to the state in 2021, generating $107 million in visitor spending. This translates to a significant return on investment, highlighting the effectiveness of targeted marketing efforts in attracting specific demographics and driving economic growth.
• Overall Economic Impact: Tourism is a major contributor to the New Mexico economy, supporting jobs, generating tax revenue, and stimulating local businesses. The increase in visitor spending has a ripple effect throughout the state, benefiting a wide range of industries and communities.

The New Mexico True campaign has proven to be a powerful economic driver, attracting visitors from around the world and contributing significantly to the state’s economy. By showcasing the state’s unique culture, landscapes, and experiences, the campaign has helped to position New Mexico as a premier travel destination and drive sustainable economic growth.

4. How Did the New Mexico Tourism Department Adapt to the Pandemic?

The New Mexico Tourism Department demonstrated remarkable adaptability in response to the pandemic, implementing several strategies to mitigate the impact on the tourism industry and position the state for recovery. According to Jen Paul Schroer, Tourism Department Cabinet Secretary, the department put the New Mexico True campaign on hold in early 2020 and then relaunched it in April 2021 with a renewed focus on storytelling.

Here are some key ways the department adapted to the pandemic:

• Campaign Pause and Refresh: The department recognized that the pandemic had fundamentally changed travel patterns and consumer behavior. In response, it temporarily suspended the New Mexico True campaign and used the time to reassess its marketing strategy and develop a refreshed approach that would resonate with post-pandemic travelers.
• Shift to Storytelling: The department shifted its focus to longer-format video stories about the people, culture, and land of New Mexico. This approach allowed potential visitors to connect with the state on a deeper level and envision themselves experiencing its unique attractions and experiences.
• Targeted Marketing Efforts: The department identified Los Angeles as a key market for recovery and launched a targeted ad campaign in the city, featuring ads in Los Angeles International Airport’s domestic terminals. This strategic approach helped to attract visitors and generate much-needed revenue for the state’s tourism industry.
• Emphasis on Safety and Responsibility: The department emphasized safety and responsible travel practices in its messaging, encouraging visitors to follow public health guidelines and respect local communities. This helped to build confidence among travelers and ensure that tourism could resume in a safe and sustainable manner.
• Collaboration with Local Communities: The department worked closely with local and tribal governments to ensure that tourism recovery efforts benefited these communities. This collaborative approach helped to create a more inclusive and equitable tourism industry.

The New Mexico Tourism Department’s proactive and adaptable response to the pandemic allowed the state to weather the storm and emerge stronger than ever. By embracing storytelling, targeting key markets, and emphasizing safety and responsibility, the department helped to revitalize the state’s tourism industry and position it for long-term success.

5. What Were the Criticisms of the New Mexico Tourism Commercial?

Despite its success, the New Mexico tourism commercial, particularly the “New Mexico True” campaign, faced criticism for allegedly articulating colonial ideologies. Christina M. Castro, co-founder of Three Sisters Collective, highlighted concerns about the use of certain language and imagery throughout the campaign, as well as the state’s overall relationship with tourism.

Here are the main points of criticism:

• Colonial Ideologies: Critics argued that the campaign’s use of language and imagery perpetuated colonial ideologies by focusing on the experiences and perspectives of settlers and overlooking the contributions and perspectives of Indigenous peoples.
• Appropriation of Indigenous Culture: Some critics felt that the campaign appropriated Indigenous culture for commercial purposes without adequately compensating or acknowledging the communities from which it was drawn.
• Gentrification and Displacement: Critics like Christina M. Castro pointed out that the influx of tourists and newcomers attracted by the campaign contributed to gentrification and displacement of local residents, particularly Indigenous peoples, who could no longer afford to live in their ancestral homes.
• Problematic Quotes: A specific 30-second version of the 2021 TV campaign was criticized for using a quote from artist Georgia O’Keeffe that was seen as insensitive and exclusionary. The quote, “When I got to New Mexico, that was mine. As soon as I saw it, that was my country. I’d never seen anything like it before, but it fitted to me exactly,” was interpreted as reflecting a colonial mindset of possession and erasure.

While the New Mexico Tourism Department has made efforts to address these criticisms by featuring native artists in its campaigns and directing tourism dollars to Indigenous communities, the concerns raised by critics highlight the importance of engaging in ongoing dialogue and reflection to ensure that tourism promotion efforts are inclusive, equitable, and respectful of all communities.

6. How Does the New Mexico Tourism Department Ensure Tourism Benefits Local Communities?

The New Mexico Tourism Department recognizes the importance of ensuring that tourism benefits local communities and actively works to achieve this goal through various initiatives and partnerships. According to Jen Paul Schroer, the department collaborates with local and tribal governments to direct tourism dollars to these communities.

Here are some key strategies the department employs:

• Collaboration with Local and Tribal Governments: The department works closely with local and tribal governments to identify and support tourism-related projects and initiatives that benefit these communities. This collaboration ensures that tourism development is aligned with local priorities and needs.
• Investment in Local Infrastructure: The department invests in local infrastructure projects that enhance the tourism experience and benefit local residents. These projects may include improvements to roads, parks, and other public amenities.
• Support for Local Businesses: The department supports local businesses by promoting them in its marketing materials and providing them with resources and training to improve their operations. This helps to ensure that local businesses can thrive in the tourism economy.
• Promotion of Cultural Tourism: The department promotes cultural tourism experiences that showcase the unique heritage and traditions of local communities. This helps to preserve and celebrate local culture while also generating revenue for local businesses.
• Community Engagement: The department engages with local communities to gather feedback and address concerns related to tourism development. This helps to ensure that tourism is developed in a way that is sustainable and respectful of local values.

By prioritizing collaboration, investment, and community engagement, the New Mexico Tourism Department strives to create a tourism industry that benefits all stakeholders, including local communities, visitors, and the environment. This approach helps to ensure that tourism is a positive force for economic development and cultural preservation in New Mexico.

7. What Role Does Storytelling Play in the New Mexico Tourism Commercial?

Storytelling plays a crucial role in the New Mexico tourism commercial, particularly in the “New Mexico True” campaign. According to Jen Paul Schroer, the department shifted its focus to longer-format video stories about the people, culture, and land of New Mexico. This approach resonated strongly with audiences, generating significant engagement and positive feedback.

Here’s how storytelling enhances the effectiveness of the campaign:

• Emotional Connection: Stories have the power to evoke emotions and create a sense of connection between the viewer and the subject matter. By sharing personal stories of people who live and work in New Mexico, the campaign creates an emotional connection with potential visitors, making them more likely to plan a trip to the state.
• Authenticity: Storytelling allows the campaign to showcase the authentic experiences and perspectives of local residents. This authenticity helps to build trust with potential visitors and differentiate New Mexico from other travel destinations.
• Highlighting Unique Culture and Heritage: Stories can effectively convey the unique culture and heritage of New Mexico, showcasing its diverse traditions, art, and cuisine. This helps to attract visitors who are interested in experiencing authentic cultural experiences.
• Creating a Sense of Place: Storytelling can create a strong sense of place, transporting viewers to the landscapes and communities of New Mexico. This helps to inspire wanderlust and encourage potential visitors to explore the state’s diverse regions.
• Promoting Responsible Tourism: Stories can be used to promote responsible tourism practices, highlighting the importance of respecting local communities and the environment. This helps to encourage visitors to travel in a way that is sustainable and beneficial to the state.

By embracing storytelling, the New Mexico Tourism Department has created a more engaging and effective marketing campaign that resonates with potential visitors and promotes responsible tourism practices. This approach has helped to position New Mexico as a premier travel destination and drive sustainable economic growth.

8. How Does the New Mexico Tourism Commercial Address Sustainability?

The New Mexico tourism commercial increasingly addresses sustainability, reflecting a growing awareness of environmental and social issues among travelers. According to Jen Paul Schroer, the New Mexico Tourism Department is committed to being stewards of the land and assets in New Mexico, emphasizing destination management, tourism development, and sustainability.

Here’s how the campaign incorporates sustainability:

• Emphasis on Responsible Tourism Practices: The campaign encourages visitors to travel responsibly by respecting local communities, conserving natural resources, and minimizing their environmental impact.
• Promotion of Sustainable Tourism Businesses: The campaign highlights businesses and organizations that are committed to sustainable tourism practices, such as eco-lodges, farm-to-table restaurants, and tour operators that offer responsible wildlife viewing experiences.
• Support for Conservation Efforts: The campaign supports conservation efforts by raising awareness of environmental issues and encouraging visitors to participate in conservation activities, such as volunteering for trail maintenance or donating to local conservation organizations.
• Collaboration with Local Communities: The department works closely with local and tribal governments to ensure that tourism development is sustainable and benefits these communities. This includes supporting local businesses, promoting cultural tourism, and investing in local infrastructure.
• Promoting Off-Season Travel: The campaign encourages visitors to travel during the off-season to reduce crowding and minimize the impact on local resources.

By incorporating sustainability into its messaging and initiatives, the New Mexico Tourism Department is helping to create a tourism industry that is both economically viable and environmentally responsible. This approach helps to ensure that future generations can enjoy the state’s unique culture, landscapes, and experiences.

9. What is the Route 66 Centennial Commission and New Mexico’s Role?

The Route 66 Centennial Commission is a federal commission established to devise recommendations for celebrating the iconic road’s 100th anniversary in 2026. President Joe Biden appointed Jen Paul Schroer, New Mexico Tourism Department Cabinet Secretary, to be on the commission, highlighting New Mexico’s significant role in the history and legacy of Route 66.

Here’s why New Mexico’s role is important:

• Historical Significance: Route 66 played a vital role in the economic development and cultural landscape of New Mexico, connecting communities, facilitating trade, and attracting tourists.
• Tourism Driver: Route 66 continues to be a major tourism draw for New Mexico, attracting visitors from around the world who are eager to experience the historic road and its unique attractions.
• Cultural Heritage: Route 66 is an important part of New Mexico’s cultural heritage, representing a bygone era of American travel and adventure.
• Economic Opportunity: The centennial celebration of Route 66 presents a significant economic opportunity for New Mexico, allowing the state to showcase its attractions, promote tourism, and generate revenue for local businesses.

As a member of the Route 66 Centennial Commission, Jen Paul Schroer will play a key role in shaping the recommendations for the centennial celebration, ensuring that New Mexico’s contributions to the history and legacy of Route 66 are appropriately recognized and celebrated. This will help to promote tourism, preserve cultural heritage, and drive economic growth in New Mexico.

10. How Can SIXT.VN Enhance Your New Mexico Tourism Experience?

While SIXT.VN primarily focuses on travel services in Vietnam, understanding the dynamics of successful tourism campaigns like the new mexico tourism commercial can help you appreciate the value of well-planned and executed travel experiences. Whether you’re exploring the landscapes of New Mexico or the vibrant cities of Vietnam, the key is to have a reliable partner that understands your needs and can provide seamless travel solutions.

Here’s how SIXT.VN can enhance your travel experiences, drawing inspiration from the New Mexico model:

• Personalized Itineraries: Just as the New Mexico True campaign focuses on authentic storytelling, SIXT.VN can help you create personalized itineraries that reflect your interests and preferences, ensuring a unique and memorable travel experience.
• Local Expertise: SIXT.VN offers access to local expertise and insights, allowing you to discover hidden gems and authentic cultural experiences that you might otherwise miss.
• Convenient Transportation: Like the emphasis on accessibility in New Mexico, SIXT.VN provides convenient transportation options, including airport transfers, car rentals, and private drivers, making it easy to explore your destination at your own pace.
• Reliable Accommodation: SIXT.VN offers a wide range of accommodation options to suit every budget and preference, ensuring a comfortable and enjoyable stay.
• 24/7 Support: Just as the New Mexico Tourism Department provides support and assistance to visitors, SIXT.VN offers 24/7 customer support to address any questions or concerns you may have during your trip.

By leveraging the services and expertise of SIXT.VN, you can create a seamless and unforgettable travel experience, whether you’re exploring the landscapes of New Mexico or the vibrant cities of Vietnam. With SIXT.VN, you can travel with confidence, knowing that you have a reliable partner who is committed to making your trip a success.

Visiting New Mexico? Keep these in mind:

FAQ about New Mexico Tourism Commercial

1. What is the “New Mexico True” campaign?

   The “New Mexico True” campaign is the New Mexico Tourism Department’s marketing initiative to attract visitors by showcasing the state’s unique culture, landscapes, and experiences through authentic storytelling.

2. Why did the New Mexico Tourism Department refresh the campaign in 2021?

   The campaign was refreshed to rebuild the tourism industry after the pandemic-induced drop in 2020, with a renewed focus on storytelling to connect with potential travelers.

3. What was the impact of the Los Angeles ad campaign?

   The $1.9 million ad campaign in Los Angeles attracted 80,000 trips to New Mexico in 2021 and generated $107 million in visitor spending, demonstrating a strong return on investment.

4. What were the main criticisms of the New Mexico True campaign?

   Criticisms included the campaign allegedly articulating colonial ideologies, appropriation of Indigenous culture, contributing to gentrification, and using problematic quotes.

5. How does the New Mexico Tourism Department ensure tourism benefits local communities?

   The department collaborates with local and tribal governments, invests in local infrastructure, supports local businesses, promotes cultural tourism, and engages with local communities.

6. What role does storytelling play in the New Mexico tourism commercial?

   Storytelling creates an emotional connection, showcases authenticity, highlights unique culture and heritage, creates a sense of place, and promotes responsible tourism.

7. How does the New Mexico tourism commercial address sustainability?

   The commercial emphasizes responsible tourism practices, promotes sustainable tourism businesses, supports conservation efforts, collaborates with local communities, and promotes off-season travel.

8. What is the Route 66 Centennial Commission?

   The Route 66 Centennial Commission is a federal commission established to devise recommendations for celebrating the iconic road’s 100th anniversary in 2026.

9. What is New Mexico’s role in the Route 66 Centennial Commission?

   New Mexico’s Jen Paul Schroer was appointed to the commission, highlighting the state’s historical significance, tourism driver, cultural heritage, and economic opportunity related to Route 66.

10. How can tourists ensure they respect local cultures when visiting New Mexico?

    Tourists can engage with cultural experiences respectfully by learning about Native American traditions, supporting local artisans, attending community events, and being mindful of the impact they have on local resources.

Ready to explore New Mexico or Vietnam? Contact SIXT.VN today to start planning your adventure! Address: 260 Cau Giay, Hanoi, Vietnam. Hotline/Whatsapp: +84 986 244 358. Website: SIXT.VN. Let us help you create unforgettable memories with our personalized travel services.