New Mexico True

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Challenge

The New Mexico Tourism Department aimed to boost awareness of the state’s unique cultural heritage, diverse destinations and outdoor adventures amid a changing media landscape and evolving traveler references. The goal was to position New Mexico as a premier travel destination, support the upcoming 2026 Route 66 Centennial and increase visitor interest nationally and internationally.

Strategy

The Abbi Agency launched a multi-year earned media and public relations program focused on storytelling, highlighting New Mexico’s “adventure steeped in culture.” This included targeting key domestic and international markets, uncovering hidden gems, creating curated media lists and editorial calendars, and executing campaigns around signature events like the Balloon Fiesta Emoji and Route 66 Centennial. We partnered closely with NMTD to drive strategic FAM trips and influencer activations that amplified key messages.

Results

65 media placements with a combined reach of over 2.4 billion
Estimated advertising value exceeding $12.3 million
Coverage in top-tier outlets including BBC Travel, National Geographic, Forbes and The New York Times
11 domestic and international FAM trips hosted with journalists from Vogue, Forbes and The Scottish Sun