New Mexico Tourism Department makes bold statement in new ski campaign

SANTA FE (KRQE) – Taos Ski Valley was recently named a staff favorite in Freeskier Magazine. Yet, there was no mention of a New Mexico ski destination in the magazine’s list of top resorts.

The staff pick begins by describing Taos skiing as “unlike any other shred experience in the United States”. It goes onto to say “skiers come to Taos for the highest quality, bone-dry snow and abundant steeps”. Pretty flattering, right? Then why wasn’t it mentioned in a list of top resorts?

“New Mexico has received some really great attention for our skiing from other lists so while we may not get all the credit we deserve we certainly have a right to succeed there and we’ll just keep on fighting,” said New Mexico Tourism Cabinet Secretary Rebecca Latham.

Latham says no mention of New Mexico just means we have more work to do to get Taos and other New Mexico resorts on the map. But she’s right in saying we’ve made other top lists.

In fact, National Geographic named Taos one of the 25 best ski towns in the world. Plus, the staff pick in Freeskier Magazine touts Taos as a unique ski destination, plugging the opportunity to ski its 12,000 feet peak “while staring out at a red desert floor below”.

You don’t have to tell New Mexicans how great the skiing is here, but when it comes to garnering attention from neighboring states, the tourism department says we still have some work to do. That’s part of the reason why they’ve launched a new series of ads as part of their New Mexico True campaign.

“This is New Mexico, where the skiing is still wild and free.”

That’s the first line of one of the videos in New Mexico Tourism Department’s new ad campaign.

“Oftentimes in New Mexico, we don’t even consider that we can compete with Colorado as a ski destination and people think of the Rockies, they think of Colorado,” said Tourism Cabinet Secretary Rebecca Latham.

Yet, New Mexico’s tourism department is hoping to change that with one bold statement.

“This is New Mexico where the Rockies begin.”

“The point in saying New Mexico is where the Rockies begin is our opportunity to bring attention to the fact we have great skiing,” explained Latham.

Latham says this campaign is designed to bring attention to New Mexico as a ski destination, bucking misconceptions among neighboring states that New Mexico has a climate similar to Phoenix. But she says it’s not just about skiing. Latham says New Mexico’s appeal extends beyond the ski hill.

“There’s a lot of great culture and cuisine and really authentic New Mexico True experiences,” said Latham.

Their new ad speaks to that, too.

New Mexico’s tourism department says their New Mexico True campaign is delivering a seven to one return on investment. They say they have every reason to believe these ads will be equally effective.

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