NMTD News:SANTA FE ― The New Mexico Tourism Department announced Friday that the New Mexico True campaign was the recipient of a national award this week, making it the second time the campaign has received nationwide recognition in the past year.
New Mexico True received a Gold Award in the Digital Marketing category at the Adrian Awards, a prestigious program put on by the Hospitality Sales and Marketing Association International (HSMAI).
“The Adrian Awards recognize the best of the best in marketing campaigns across the spectrum of the tourism and hospitality industries,” said Rebecca Latham, cabinet secretary for the New Mexico Tourism Department. “We are honored to be included in this outstanding group, and even more proud of the work that has gone into building a campaign that provides such a strong return on investment for all New Mexicans.”
The digital campaign, created in partnership with tourism and hospitality marketing firm MMGY Global, included search, social, display, rich media, video, email and native content distribution to drive awareness and promote New Mexico as a travel destination to the agency’s target demographic audience.
Creative examples viewed by the HSMAI awards committee:
“The Adrian Awards recognize the best of the best in marketing campaigns across the spectrum of the tourism and hospitality industries,” said Rebecca Latham, cabinet secretary for the New Mexico Tourism Department. “We are honored to be included in this outstanding group, and even more proud of the work that has gone into building a campaign that provides such a strong return on investment for all New Mexicans.”
The digital campaign, created in partnership with tourism and hospitality marketing firm MMGY Global, included search, social, display, rich media, video, email and native content distribution to drive awareness and promote New Mexico as a travel destination to the agency’s target demographic audience.
Creative examples viewed by the HSMAI awards committee:
“By creating content that ‘fits’ our New Mexico True branding and complements our advertising efforts, we’ve seen impressive results with our digital campaign,” said Jordan Guenther, NMTD’s director of brand marketing and advertising. “Our digital efforts have helped us to very specifically target the consumers we want to reach, thereby increasing our web traffic and social engagement with this key audience.”
Guenther noted that the campaign’s efforts focus on “venturesome travelers,” consumers who have an adventurous spirit and a thirst for authenticity, want to try things that not all their friends have done, seek non-commercialized experiences, and have a higher than average income that they prefer to spend on travel.
The National Council of State Tourism Directors also recognized New Mexico True last year, awarding it the “Best Digital Advertising Campaign” in the country at the US Travel Association’s annual conference in August.
Guenther noted that the campaign’s efforts focus on “venturesome travelers,” consumers who have an adventurous spirit and a thirst for authenticity, want to try things that not all their friends have done, seek non-commercialized experiences, and have a higher than average income that they prefer to spend on travel.
The National Council of State Tourism Directors also recognized New Mexico True last year, awarding it the “Best Digital Advertising Campaign” in the country at the US Travel Association’s annual conference in August.