Courtesy photo
STATE News:
SANTA FE – The New Mexico Tourism Department is partnering with Avila Retail to bring attention to products that are 100 percent made and manufactured in New Mexico.
These products, all members of the department’s New Mexico True Certified program (NMTC), are featured in three outlets at the Albuquerque International Sunport owned by Avila Retail – Greetings from New Mexico, Earth Spirit and the ABQ2GO kiosk.
The three-month campaign, running mid-January through mid-March, includes attractive and compelling window displays and kiosks encouraging shoppers to “Buy authentic. Buy local.” Tent cards placed in front of the featured products further amplify the campaign, providing consumers the ability to easily identify products that deliver on the authenticity found only in New Mexico.
“We know through research that our visitors have an interest in products and experiences unique to the Land of Enchantment,” said Rebecca Latham, cabinet secretary for the New Mexico Tourism Department. “This first of its kind collaboration provides competitive advantage to local products made and manufactured in New Mexico by leveraging the successful New Mexico True brand.”
Four New Mexico True Certified partners will be featured at campaign launch – New Mexico Piñon Coffee, Los Poblanos Historic Inn and Farm, Designs by Erika, and Señor Murphy’s Chocolate. Additional businesses enrolled in the NMTC program and available for sale at the three airport retail locations will be considered for inclusion in the future.
About New Mexico True: The New Mexico Tourism Department created the New Mexico True campaign 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 campaign provides a platform for unified brand messaging for more than 50 communities and businesses around the state. In 2015, the New Mexico True received two prestigious awards for “Best Digital Campaign” in the country. Since the launch of the campaign in 2012, New Mexico has had four consecutive years of record-breaking tourism growth.
About New Mexico True Certified: Launched by the New Mexico Tourism Department in April 2016, this initiative allows select New Mexico businesses to leverage the hugely popular New Mexico True brand to build their product’s recognition and amplify their existing marketing message. The New Mexico True Certified program brings national attention to the quality, care and craftsmanship behind products that are uniquely New Mexican, while providing opportunity for small and large businesses to integrate the New Mexico True Certified mark on their packaging, fulfillment and marketing materials. To learn more about New Mexico True Certified visit NMTourism.org/TrueCertified.
