Tourism Dept. Enters Next Phase Of Recovery Readiness With Production Of Immersive Media For Public Lands

NMTD News:

…Initiative will audit and optimize Google presence for more than 200 outdoor recreation spaces

SANTA FE – The New Mexico Tourism Department (NMTD) is moving into the next phase of its Recovery Readiness Initiative to provide New Mexico public lands with multimedia production and technical assistance to enhance online visibility of the state’s outdoor recreation spaces.

Since its launch in August, NMTD has worked with 44 New Mexico destination marketing organizations and tourism industry partners to grow virtual tourism through the production of 360 media, including virtual tours and Google Street View, enhancing destination presence and further optimizing Google’s travel planning products to assist with awareness of tourism businesses throughout New Mexico. 

In the next phase of this initiative, NMTD will be turning its focus to some of the state’s public lands and outdoor recreation spaces. NMTD will be working with New Mexico State Parks, National Parks Service, U.S Forest Service and other entities to audit the Google presence of more than 200 public land spaces.

These audits will help ensure quality and quantity of images and 360 content and accuracy of listing information. Access roads, trails, campgrounds and visitor centers will be reviewed during these audits.

This initiative will also prioritize up to 50 locations for new content creation. A production team will capture professional-grade immersive media in the form of 360 photography and Google StreetView.

“After seeing the successful outcomes of this program, it was determined to expand the program to include public lands,” Cabinet Secretary Jen Paul Schroer said. “Because we are elevating the Google presence for tourism-related businesses, experiences and points-of-interest, people can start dreaming about New Mexico True experiences and visit once it is safe to travel.”

During the first two phases of the Recovery Readiness Initiative, NMTD worked with program participants to audit and analyze the destination’s digital footprint throughout Google travel planning products and assisted with the creation of new tourism media assets. NMTD worked with program partners to identify points-of-interest in need of an update in Google Street View or would otherwise benefit from engaging 360 virtual tour content.

“The New Mexico Tourism Department is truly an asset for a small chamber of commerce like ours,” said Linda Burke, Executive Director of Greater East Mountain Chamber of Commerce. “We have benefited from past grant programs and are currently gaining resources through the Recovery Readiness Initiative that would not otherwise be available to us.

Through the Recovery Readiness Initiative, NMTD staff are helping us put together photo and video sessions that will provide tangible assets for marketing of our region and outreach within our local communities.”

“Throughout the Recovery Readiness Initiative offered by the New Mexico Tourism Department, Visit Albuquerque was able to acquire new still images and video footage that depict people enjoying the city while wearing masks and practicing social distancing,” said Vice President Ceela McElveny of Visit Albuquerque. “Our two-day photo shoot provided us with 20 still images and nine video segments that

we will use in our marketing campaigns to demonstrate the city’s commitment to safe, responsible visitation. In addition to highlighting COVID-Safe practices, the images captured during our photo shoot with the Tourism Department also reflect our commitment to representation and inclusion by showcasing the diversity of our residents and visitors. These images will be featured as Visit Albuquerque supports the local hospitality industry’s recovery from the economic impact of COVID-19. We appreciate the opportunity to partner with the New Mexico Tourism Department to acquire photo and video assets for the Recovery Readiness Initiative.”

“Being in partnership with the New Mexico Tourism Department has been such a game-changer for our marketing abilities out here in the Pecos area,” said Shelley Oram, Pecos Business Association Chair. “We have been able to produce a level of professional branding and reach demographics that we could never have done on our own small advertising budget. The Pecos Business Association was so honored to have been awarded the Google DMO program. We know this program will highlight and propel our very best features in the most accessible way to future visitors. Our 50+ businesses are eager to be on the road to recovery and we believe the program will benefit us in that way.”

For more information on the Google DMO Recovery Readiness Initiative partners, please click here. For a before/after look at media production through the Recovery Readiness Initiative, please click here.

About New Mexico True:

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 300 businesses around the state. Since the launch of the brand in 2012, the economic impact of tourism in New Mexico has grown for nine consecutive years.

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