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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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Photo Credit: New Mexico shows off its mountains in a new winter-focused ad campaign. New Mexico