Authenticity and the idea of ​​a culturally rich adventure have fueled New Mexico’s award-winning “True” tourism campaign for more than a decade.

That won’t change, but State Tourism Secretary Jen Paul Schroer said Tuesday it was time to refresh the mark ahead of a “complete rebirth of the New Mexico tourism industry” as more people get vaccinated and more public health contracts are drawn from it Coronavirus, pandemics are eased.

Schroer revealed the new “New Mexico True” logo and tagline during a virtual announcement that included a glimpse into the video storytelling that will fuel the latest iteration of the tourism campaign. The new design features the state symbol – the iconic Zia, whose origins are rooted in the indigenous community of Zia Pueblo – and the classic slogan “Land of Enchantment”.

Aside from keeping up with the latest on the marketing game, the goal, according to official sources, is to meet demand for New Mexico’s pristine outdoor spaces, cuisine and culture after a year in which the state broke more than $ 3 billion. Lost dollars in visitor spending to pick up again. and tens of thousands of recreational and hospitality workers were unemployed.

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The downturn forced by the pandemic followed several years of record-breaking tourism numbers for New Mexico. With the New Mexico True brand, visitor expenses increased 34% from 2011 to 2019 to $ 7.4 billion. In 2019 alone, the industry generated $ 737 million in state and local taxes.

Schroer expressed confidence that the state can return to this level and that a special $ 7 million grant in state funding for tourism renewal along with federal restoration funds expected in the coming months will help.

“This agency is ready to stretch any dollar to stimulate demand and restore our tourism infrastructure,” she said. “It is worth re-emphasizing that despite the challenges the pandemic posed during the budget process, we have still received the largest budget ever allocated to tourism.”

The tourism department has been working on the changes for months to ensure the design and font are flexible and translate well to everything from the pages of a magazine to highway billboards to online ads.

The agency’s website received the updated logo on Tuesday, but the department isn’t ready to run new ads just yet. Schroer said state health regulations would guide the agency on its “path to renewal” and officials would continue to oversee the introduction of the vaccine.

Although elements of the “True” campaign in New Mexico have been leveraged from neighboring Arizona and Texas in recent years, Schroer said the state could benefit from its unique offerings – from its tribal nations to the gypsum dunes in White Sands National Park, Carlsbad Caverns , The Albuquerque International Balloon Fiesta and the Desert Wasteland were once visited by American painter Georgia O’Keeffe.

“When it comes to experiencing the outdoors, experiencing culture, when those two things come together, it’s a culture-rich adventure and a real brand promise from New Mexico,” she said.