The first chair lifts in New Mexico began turning last Saturday at Sipapu Ski Resort, marking the start of the winter snow sports season in the state. And to gear up, the New Mexico Tourism Department is wrapping a warm hat and scarf around the “New Mexico True” brand with its first ever winter-specific ad campaign.

“Almost a quarter of our overnight visitors come to New Mexico during the winter,” said Tourism Cabinet Secretary Monique Jacobson. “Through our winter “New Mexico True” ad campaign, we hope to make more skiers, snowboarders and families aware of the exceptional winter adventures they will find here.”

The campaign aims to charm potential winter visitors with stunning “New Mexico True” advertising that includes cable TV, in-cinema, in-airport, print, and digital media targeted at fly market travelers. Cable ads will air in Dallas-Ft. Worth and Phoenix in October and November with print scheduled in AFAR, Outside Magazine and Texas Monthly in October. As part of NMTD’s partnership with Southwest Airlines, print ads will appear every month in Southwest’s in-flight magazine, along with a targeted digital and email component. The Department is spending $800,000.00 on the October to February campaign.

NMTD introduced “New Mexico True” in April of 2012 and the campaign has seen two summers of successful ads. “True” has caught on throughout the state, with 15 communities already adopting the "New Mexico True" brand as their own, and more communities ready to join them. The efforts of those 15 communities have already added an additional $1.6 million of non-state money toward the "True" brand.