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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: 

  • Denver

  • Colorado Springs

  • Dallas

  • Phoenix

  • Austin

  • Los Angeles

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.


Our video placements were strategically selected to provide maximum visibility across our target markets. See us on YouTube, FB / Instagram, Pinterest, CTV, Trade Desk, Smithsonian, and more! Click here to see the complete Santa Fe Video Library.

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, Art in America 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

New Mexico Magazine

  • April 2023

    • Issue Theme: Carlsbad Caverns/Retirement

Texas Monthly 

  • April 2023
    • Issue Theme: Travel/Outdoors 

5280 Magazine

  • May 2023

    • Issue Theme: Top Real Estate/Top Dentists

  • Phoenix Magazine

    • May/June 2023

      • Issue Theme: Summer Getaways

  • Austin Monthly

    • March/April 2023

      • Issue Theme: Best Burgers/Women to Watch 

    • May/June 2023

      • Issue Theme: Weekend Escapes

  • American Art Collector

    • May 2023

  • Western Art Collector

    • May 2023



The New Mexico Tourism Department's "CoOp" 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.


Upcoming Print

  • New Mexico Magazine

    • May 2023

    • Issue Theme: Food Issue

  • 5280 Magazine

    • June 2023

    • Issue Theme: Top of the Town