New Mexico tourism ad contract goes to Santa Fe firm


ALBUQUERQUE (AP) – The New Mexico Tourism Department has awarded a four-year, $7 million advertising contract to Santa Fe-based Talweg Creative.

The department made the announcement Thursday.

Talweg will be tasked with managing the department’s New Mexico True marketing campaign in national and regional markets and within the state.

Talweg has been working with the department over the past year on the New Mexico True video series and will continue to focus on digital media markets.

Gov. Susana Martinez says tourism is an important economic driver for the state and she’s looking forward to seeing the evolution of the New Mexico True campaign.

Tourism Secretary Rebecca Latham says the department currently uses four ad agencies to oversee the campaign. She says assigning responsibilities to one agency will streamline the creative process. 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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