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‘New Mexico True’ brand may expand under new governor

November 15, 2018
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FILE - This March 19, 2011 photo shows visitors hiking the shifting dunes of White Sands National Monument near Alamogordo, N.M. The "New Mexico True" tourism brand developed by outgoing Republican Gov. Susana Martinez may be expanded under Democratic Gov. elect Michelle Lujan Grisham. The expansion may come amid pressure for New Mexico to join other western state in creating an Office of Outdoor Recreation. As a candidate, Grisham promised to seek efforts to attract more visitors to the Southwestern state and strengthen the "New Mexico True" brand. (AP Photo/Susan Montoya Bryan, File)

ALBUQUERQUE, N.M. (AP) — The “New Mexico True” tourism brand developed by outgoing Republican Gov. Susana Martinez may be expanded under Democratic Gov.-elect Michelle Lujan Grisham.

The expansion may come amid pressure for New Mexico to join other western states in creating an Office of Outdoor Recreation.

As a candidate, Lujan Grisham promised to seek efforts to attract more visitors to the Southwestern state and strengthen the “New Mexico True” brand.

The Martinez Administration has credited the “New Mexico True” for “record-breaking” tourism during her first seven years in office. The brand uses images of New Mexico’s popular tourist attractions in billboards and commercials in Texas, Arizona, New York and Illinois.

The campaign encourages visitors to tagged New Mexico photos on social media with the #NewMexicoTrue hashtag.

The travel show New Mexico True Television has earned three Regional Emmy Awards.

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