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Experience Nuevo

Proposed Campaign for the New Mexico Tourism Department (AKA New Mexico True)

In “Experience Nuevo,” the “New” in New Mexico turns into the benefit for the traveler. New Mexico offers a variety of unique and interesting experiences, both cultural and active. The idea is leveraged in-state by encouraging residents to discover the wonders of their state that they haven’t yet explored. For out-of-state travelers, New Mexico is positioned as a break from the typical tourist traps. Here the experiences are genuine and exhilarating, and don’t require a tour guide. The state is positioned as a break from the norm, a place where people can truly explore their “ideal self image” and find new things to love.

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