New Mexico Tourism Department
Client
The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do. Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 250 businesses around the state. Since the launch of the brand in 2012, the economic impact of tourism in New Mexico has grown each year.
Challenge
Giant Noise was hired in 2020 to amplify the New Mexico True message. We work to highlight the diversity of New Mexico’s culture and landscape.
Approach
Gifting → Press Trips → Long Lead Pitching
What We Did
With the goal of reaching both in-state and out-of-state visitors, Giant Noise worked on creative strategies such as sending out a “Hidden Gems” media box to showcase the state’s unique offerings.
Through strategic collaborations with national media and content creators, Giant Noise coordinated press trips to explore top destinations and events such as the Santa Fe Wine & Chile Fiesta. To strengthen media & partner relations, Giant Noise actively participated in key conferences including IMM, IPW and the Governors Conference, while also hosting media missions in key target markets such as Los Angeles and New York City.
Beyond spotlighting well-known destinations in the state, through strategic efforts, we focused on garnering press coverage for attractions that are sometimes overlooked, like culinary experiences and off-the-beaten-path destinations such as Silver City and Los Alamos.
Results
NMTD has seen substantial and diverse media coverage across the state. Giant Noise continues to establish and foster relationships with top-tier national editors and freelancers, and actively encourages tourism through individual media trips and proactive pitching. The cumulative result of these endeavors is reflected in an estimated 3.5B-plus media impressions for 2023, underscoring the widespread reach and impact of our initiatives for NMTD.
