State Reports Research Shows “New Mexico True” Campaign Vastly Improves Perception of State

by Staff Reporter / Jul 23, 2015 / comments

State Reports Research Shows “New Mexico True” Campaign Vastly Improves Perception of State

Data Also Shows Increase in Return on Investment of New Mexico True Campaign
SANTA FE – Today, the New Mexico Tourism Department announced new data showing that the New Mexico True campaign vastly improves out-of-state perceptions of New Mexico as a great place to live, work, and do business. This report follows after recent revelations that tourist numbers were inflated by including in-state travelers (previous article HERE). This latest report indicates that in addition to bringing new visitors to the state, the New Mexico True campaign shows people around the country that the Land of Enchantment is much more than just a vacation destination.
“We’ve always known that our New Mexico True campaign plays a vital role in bringing people from all around the world to our state, and now we know that it does even more,” Governor Martinez said. “By showing a true picture of New Mexico, we’re doing a better job of getting the message out that New Mexico is a great place to live, start a career, and raise a family.”
Recently, Longwoods International surveyed 6,000 consumers about their perceptions of New Mexico and their awareness of the New Mexico True advertising campaign. The results show that those who have seen New Mexico True advertising are much more likely to agree that New Mexico is a good place to live, start a career, attend college, or retire.  Longwoods has now conducted this research for seven other states in addition to New Mexico, and the New Mexico True advertising campaign resulted in the strongest image lift of any state.
According to the study, respondents who have seen New Mexico True advertising are 154 percent more likely to consider New Mexico a good place to start a career, and 151 percent more likely to agree that it is a good place to attend college.
“New Mexico’s ability to deliver adventure that feeds the soul resonates strongly with consumers, often leaving them with an emotional connection to the state,” said Tourism Department Cabinet Secretary Rebecca Latham. “These results show that the investments made in tourism advertising, leading to more visitors traveling our state and making those connections, have the potential to yield an even higher return than initially thought.”
Those who have recently taken a trip to New Mexico were also 168 percent more likely to rate New Mexico as a good place to start a business than those who had not visited.
“This means that once you get them here as a visitor, they are much more likely to consider New Mexico as a place to live and invest. That could potentially mean more long-term economic development in many sectors throughout the state,” said AnnDee Johnson, vice president of Longwoods International.
This research was part of a larger Tourism Advertising ROI study to measure the return on investment of the New Mexico True campaign. The 2015 study, an update to the 2012 study conducted at the launch of the New Mexico True campaign, demonstrates the campaign’s ability to deliver $7 at the tax base level for every $1 spent on New Mexico True advertising in the target markets of Dallas, Houston, Chicago, Denver, and Phoenix. Factors taken into consideration were incremental travel to New Mexico, incremental visitor spending in New Mexico, and incremental state and local taxes influenced by awareness of the campaign during a 20-month time frame.
“The ROI results really complement what we see in the halo effect research,” said Secretary Latham. “The New Mexico True campaign is strong, effective, and impactful. By targeting the right people with the right message we continue the momentum in visitation that is creating jobs and delivering a strong return on investment for the taxpayers of New Mexico. It’s tremendously exciting to see all these pieces coming together.”
Recently, Governor Martinez announced a third consecutive year of record-breaking tourism growth in New Mexico, with a total of 32.7 million people traveling in the Land of Enchantment in 2014. In early 2012, the New Mexico Tourism Department unveiled the New Mexico True campaign, which promises tourists that they will experience “adventures steeped in culture” when visiting our state.
According to the New Mexico Tourism Department, in 2014, the New Mexico True campaign helped lead to an all-time high in what are known as marketable overnight trips, or vacations, demonstrating a 40.6 percent increase since 2010. These are the type of trips targeted by the New Mexico True campaign, identified as providing the greatest boost to the economy.
Tourism continues to be a leader in job growth as well, with another 2,200 jobs added in 2014 – an 8.4 percent increase since 2010. 2014 also marked an increase in instate overnight trips, the first upward trend for New Mexico since 2011.