Experience Nuevo

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.