top of page

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: 

  • Austin

  • Colorado Springs

  • Dallas

  • Denver

  • Houston

  • Los Angeles

  • Phoenix

  • 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.


: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

  • Austin Monthly

    • May 2024​

    • Issue Theme: Women to Watch/Outdoors

  • 5280 Magazine

    • May 2024​

    • Issue Theme: Real Estate & Mountain Homes/Top Dentists

  • Phoenix Magazine

    • May 2024​

    • Issue Theme: Summer Getaways

  • ​​San Francisco Magazine

    • May 2024​

    • Issue Theme: Escape & Wellness

  • New Mexico Magazine

    • June 2024

    • Issue Theme: Summer Fun

  • Colorado Springs Magazine

    • July 2024​

    • Issue Theme: Top Doctors



Wonder Awaits
Time Slows Down

Custom Content

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.


NM True Adventure Guide – December 2023