Albuquerque, NM (KKOB) — The New Mexico Tourism Department has reported that its tourism marketing campaign—”New Mexico True” is really paying off. The campaign has delivered its highest return on investment since launching nearly 15 years ago. In 2025 the Department invested $18.8 million in paid media, such as video ads on digital channels, CTV, and airports, to promote travel to New Mexico in target markets, including Austin, Dallas, Phoenix, Los Angeles, Denver, San Diego, and San Francisco. Strategic Marketing & Research, found that for every dollar spent on the New Mexico True campaign in 2025, resulted in the state receiving nine dollars in state and local tax revenue from ad-influenced spending.
