Lunch & Learn: Update on New Mexico TRUE

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Lunch & Learn
11:30 am - 01:00 pm
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Lunch & Learn: Update on New Mexico TRUE

“New Mexico offers a one-of-a-kind blend of culture, history, and adventure. [TRUE]”

New Mexico TRUE

You’ve seen it on TV and billboards, social media and window decals. You’ve read about it in the news, and heard the addictive, memorable song. Maybe you’ve come across a full-page ad and feature spread on a plane, in the in-flight magazine.

New Mexico TRUE is everywhere. Launched in 2012, the brand encapsulates what makes New Mexico distinct, authentic and true – and what makes the state a desirable destination for travelers. The New Mexico TRUE campaign continues to grow and add new elements, like the recent Enchanted 8 Road Trips guide.

NMAMA is thrilled to welcome back special guest Rebecca Latham, Cabinet Secretary of the New Mexico Tourism Department. She will return to give us an update on all things New Mexico TRUE, including:

  • How the New Mexico TRUE brand has expanded, including New Mexico TRUE Certified products
  • The “Keep New Mexico True” initiative
  • How the Enchanted 8 campaign incorporates influencer marketing and advertising on the Pandora app
  • How the New Mexico Tourism Department measures and reports on campaign success

El Pinto

When: Tuesday, June 27, 11:30 am to 1:00 pm
Where: El Pinto Restaurant & Cantina
10500 4th St NW
Albuquerque, NM 87114

Cost: $25 Members
$40 Non-Members

RSVP & Payment: Please click on the link below to register:


About Secretary Rebecca Latham

Rebecca Latham

In January 2015, Governor Susana Martinez appointed Rebecca Latham as the Cabinet Secretary of the Tourism Department. With more than a decade of experience in advertising and marketing, Rebecca is a passionate tourism professional who has served New Mexico’s hospitality industry since 2006. She brings a wealth of experience across all aspects of the marketing spectrum including economic development, strategic messaging, brand development, public relations, and communications. Under her leadership the Tourism Department is focused on building awareness and driving travel to The Land of Enchantment through the New Mexico TRUE campaign, which delivers a 7:1 ROI at the tax base level (Longwoods Intl 2015).

About New Mexico Tourism Department

Tourism is one of New Mexico’s leading industries, rooted in adventure and authenticity. The New Mexico Tourism Department works alongside its partners – convention and visitors bureaus, local chambers of commerce, hospitality organizations and private travel-related businesses – to make the state the primary destination for venturesome travelers, attracting visitors and, in turn, creating jobs and growing the economy.

Special thanks to our 2016-17 events sponsor!





El Pinto Restaurant & Cantina
10500 4th St. NW
Albuquerque, NM 87114 United States
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(505) 898-1771