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New Mexico True Campaign Refresh

April 23, 2021 – The New Mexico True tourism campaign, rolled out during the administration of Susana Martinez, is getting revamped under Gov. Lujan Grisham. The goal is to modernize the logo and tell some new stories, but the first ad – released to the press on social media – stumbled. Critics said it sent a message that romanticized colonialism. The Line opinion panelists weigh in on the brand’s refresh and give their take on how to return tourists to New Mexico as the pandemic wanes. 

Gene Grant 

The Line Opinion Panel: 
Merritt Allen, Vox Optima public relations  
Serge Martinez, UNM Law professor  
H. Diane Snyder, former state senator

For More Information: 
New Mexico Tourism Department Launches Brand Refresh as Industry Prepares for Revival – Albuquerque Business First 
New Mexico True Campaign Refresh Draws Ire – Santa Fe Reporter 
“New Mexico True” Campaign Refresh Hopes to Reignite Tourism KRQE 
New Mexico Freshens Up ‘True’ Campaign to Reignite Tourism Associated Press