New Mexico True Stakes Claim As ‘Chile Capital Of The World’ In New Marketing Campaign Launching Today

Courtesy/New Mexico Tourism Department


SANTA FE – The New Mexico Tourism Department is staking its claim as “Chile Capital of the World” in its new marketing campaign, which launched today. 

As the state’s signature crop, the campaign aims to highlight the culture and cuisine while inspiring statewide pride during New Mexico’s richest season. 

“This campaign is about embracing and owning what really makes New Mexico True and declaring that New Mexico is the Chile Capital of the World,” said Tourism Secretary Jen Paul Schroer. “Our passion and pride for chile cannot be matched, and we believe this is the right time to frame this campaign around one of our greatest passion points.” 

The campaign will feature a 30-second spot that will run throughout the state of New Mexico and in select Colorado markets. The campaign also will feature billboards in Denver, Colorado Springs, and Pueblo, Colo., that proclaim New Mexico as the “Chile Capital of the World.” Billboard displays of the campaign will also appear throughout New Mexico. In addition, the New Mexico True branded digital ads will run through local media channels and select digital markets in Colorado. 

The campaign is set to run during September and October. 

The New Mexico Tourism Department encourages New Mexico residents and fans of New Mexico green chile to support their local chile growers by stocking up on roasted chile this harvest season and to visit for more information about green chile in New Mexico

On Aug. 19, 2019, the New Mexico True brand won the first-ever “Best Video Storytelling” award from Brand USA for its “New Mexico True Stories” video series, rising above all other participating states.