Tourism emblem New Mexico True has new look | Native Information

These classic elements have been combined in the State Ministry of Tourism’s “updated” marketing campaign.

New Mexico True, the punchy phrase that has long entrenched the state’s efforts to win tourist dollars, has been the standard bearer since 2012 and remains in existence. However, a new look and slogan will be revealed when the tourism division launches its national marketing campaign.

Tourism Minister Jen Paul Schroer unveiled the simplified branding push on Tuesday with a new, strong logo and the inclusion of “Land of Enchantment” as the slogan of New Mexico True.

The tourism division will have a budget of $ 21 million and $ 7 million in special funding for FY2022 tourism recovery efforts to free itself from a $ 3.15 billion loss in tourism revenue for the year To recover in 2020, said Schroer.

She said 30,000 New Mexicans who work in the tourism sector remain unemployed.

Schroer’s media presentation continued through the development of the tourism division’s promotional videos since 2012. The new videos now feature stories of New Mexicans engaging in activities such as horseback riding and hot air ballooning, as well as recreations in Taos Ski Valley and America’s first wilderness, Gila Wilderness.

“We want to develop and innovate,” said Schroer. “We want to tell the story of the state through the people who bring New Mexico to life.”

She said neighboring states had been influenced by the New Mexico True Campaign, and Arizona had “[un]real “and Texas Magazine with” True Texas “.

“New Mexico has this authenticity that sets it apart from our competition,” said Schroer. “We are allowed to go into the wilderness. It’s untouched. We still have our heritage and our culture. “

Schroer said the tourism department is not yet ready to bring the “refreshed” campaign to the media market as it oversees the introduction of the COVID-19 vaccine. However, she said she was optimistic, especially about New Mexico, which leads the way in vaccinating the population.

“For much of the pandemic, a vaccine was a distant idea that never seemed to come,” she said. “With the arrival of the vaccine, the endgame was here.”