State cooking up marketing campaign for NYC

NM Tourism ad in Food Network magazine

ALBUQUERQUE (KRQE) – New Mexico’s Tourism Department is making a big push into New York City with ads and a food truck. The idea is to lure New Yorkers to the Land of Enchantment by appealing to their taste buds.

The message of New Mexico True, aimed at couples and families alike, is coming soon to NYC on the big screen. It’ll also be on the small screens in taxis, and in the terminals at LaGuardia Airport.

Tourism Secretary Monique Jacobson says NYC, the country’s most populous city, was a natural choice. It’s the tourism department’s first foray into NYC with the New Mexico True campaign, which of course has the slogan, “Adventure that feeds the soul.”

“The whole foodie phenomenon is big right now across the country,” Jacobson said. “Of course, at the center of a lot of what we talk about is our chile, be it the red chile or the green chile. It’s spicy, it’s vibrant, it’s exciting.”

The state is partnering with the Food Network Magazine. They’ll have a Taste of New Mexico True food truck parked around NYC, offering up New Mexican cuisine.

The Tourism Department has marketed in NYC before. In one effort the state paid for a billboard in Times Square.

The Tourism Department says the push into NYC will start in the Spring, and cost about $370,000. It’s a small fraction of the department’s $12.85 million budget for 2015, two-thirds of which goes to marketing.

The state will also begin marketing in San Diego this Fall. According to the Tourism Department, marketing efforts in Houston, Dallas, Phoenix, Denver and Chicago will continue. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Users who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others. If you see an inappropriate comment, please flag it for our moderators to review.

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