ALBUQUERQUE, N.M. (KRQE) – The State of New Mexico is striking gold in ‘the Golden State.’
“There’s now a heavy presence of New Mexico true in California,” said New Mexico Tourism Department Communications Director Cody Johnson. After a successful entry into the Los Angeles market in 2021, NM True expanded to the city by the bay.
“We’ve noticed a lot of high-value visitation coming from California, so we wanted to increase our investment,” said Johnson.
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He said the department has wanted to advertise in the San Francisco market for years but didn’t have the resources to do it effectively. However, thanks to some money from the 2023 legislative session, the department launched its first winter campaign in the San Francisco Bay Area from October 2023 to February 2024. Numbers from the campaign show the investment is already paying off.
“Something we’ve noticed is that visitors from California tend to fly when they travel a little bit more, and people who fly tend to spend a little bit more when they’re on vacation as well,” said Johnson.