The campaign “Uncover Your Different” is about showing would-be travelers that Santa Fe is the place to journey deeper into the things you love and the things you don’t even know you love. The advertising is designed to reach people most likely to travel to Santa Fe and who are looking to experience all that Santa Fe has to offer. Our media plan was carefully crafted to focus on markets with the largest concentrations of people looking to stay and play in Santa Fe.
Our key markets include:
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Austin
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Chicago
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Colorado Springs
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Dallas
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Denver
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Houston
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Los Angeles
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Phoenix
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San Francisco
The high desirability of the Santa Fe experience is also fueling a surge for New Mexico overall. The state broke all-time visitation and visitor spending records in 2021.
Video
:30 Art that Breathes
:30 Time Travel
:30 Santa Fe Margarita Trail
:15 Art
Logo Refresh
Ad placements were chosen based on how our travelers consume media across print, digital and social. This year we ran print ads in publications like Texas Monthly, 5280 Magazine, Phoenix Magazine, Springs Magazine, San Francisco Magazine and more. We also participated in a co-op partnership with New Mexico True, which showcases some of New Mexico’s best destinations. Our digital ads ran across platforms that were most visible to our Santa Fe target travelers.
Upcoming Print
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Austin Monthly
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March 2025
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Texas Monthly
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March 2025
Issue Theme: Food & Drink, Spring Travel
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Digital
Streaming Audio
Custom Content
Out of Home
6 Hours Away Campaign
The 6 Hours Away Campaign was created to increase road trip travel to Santa Fe from Denver and Colorado Springs by bringing awareness to the fact that Santa Fe is less than 6 hours away from Denver and less than 5 hours away from Colorado Springs.
Lamar Denver Light Rail Train Wrap - April
Denver & Colorado Springs Out of Home Board
(The same three creative versions ran in both cities but using 6 hours in Denver and 5 hours in Colorado Springs.)
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The New Mexico Tourism Department's Co-op Marketing & Advertising program supports a shared vision to grow the tourism economy in New Mexico through images and ads that show the true uniqueness of the state.
2025 NM True Adventure Guide
Upcoming Print
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5280 Magazine
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February 2025
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Issue Theme: Denver’s Trendiest Drinks, Home
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D Magazine
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March 2025
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NM Magazine
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March 2025
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Phoenix Magazine
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March 2025
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Issue Theme: Top Doctors
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5280 Magazine
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March 2025
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Issue Theme: Top Real Estate, Fashion, Home
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NM Magazine
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April 2025
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Beyond driving travel and revenue for the destination, the campaign is seeing success for Visit Santa Fe. We are also tracking RFP submissions, Visitor Guide downloads and Newsletter downloads. Please contact marketing@santafe.org for the latest.