New Mexico Launches First-Ever Campaign Touting Its Ski Resorts

Skift Take

New Mexico is a destination few travelers connect with ski season, but the stunning new ad campaign should start to change that perception. This will likely be a multi-year effort aimed at building awareness for the state’s slopes.

— Samantha Shankman

As the first winter storm of the season bears down on New Mexico, tourism officials are putting a frosty twist on their ‘New Mexico True’ campaign.

Tourism Secretary Monique Jacobson says the department has launched its first ever winter-specific ad campaign to tout the state’s ski resorts and other winter adventures.

Jacobson says cable ads are appearing in Dallas-Ft. Worth and Phoenix. And print ads have appeared in AFAR, Outside Magazine and Texas Monthly.

The department also has a partnership with Southwest Airlines. Print ads will appear every month in Southwest’s in-flight magazine, along with a targeted digital and email component.

The department is spending $800,000 on the winter campaign.

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