Stop and Smell the Piñons in New Mexico
Strategy: Collaborate in New Ways, Focus on Customer Potential, Know Your Customer/Product, Serve Local Community
Type of attraction: Heritage Area/Scenic Byway/Heritage Trail, Tourism Organization
Summary: In-state travel has always been a strong market for New Mexico tourism. New Mexicans rank second only to Texans in terms of travel within New Mexico.
In-state travel has always been a strong market for New Mexico tourism. New Mexicans rank second only to Texans in terms of travel within New Mexico. With research indicating that people are traveling shorter distances for their vacations due to the economic downturn, the in-state market has become even more important.
New Mexico’s tourism office and the state’s scenic byway program teamed up with the Albuquerque Journal to offer a special in-state promotion encouraging New Mexicans to rediscover their own state. “We wanted to find a way to encourage our fellow New Mexicans to slow down and visit the cultural and heritage points of interest that they make have overlooked,” comments Dave Hayduk, owner of HK Advertising, Marketing and Public Relations. “Our state is incredibly rich in heritage, and we wanted to create an incentive for New Mexicans to ‘stop and smell the piñons.’”
An insert featuring a map of New Mexico with all 25 of the state’s byways served as the outside wrap for all newspaper inserts for the Sunday, June 20, 2010 (Father’s Day) issue of the Albuquerque Journal. The Journal is effectively the state’s newspaper with a Sunday circulation of 135,000. The inside of the wrap provides more in-depth information about the 8 nationally designated scenic byways, and the back page includes a special promotion for New Mexicans to enter and win a “staycation” at one of 6 participating byways. The six featured byways for the staycation promotion donated the travel packages, the Albuquerque Journal provided a landing page for staycation entries, and the state tourism office provided funding for advertising. The offer was also promoted through additional newspaper advertisements, a feature story in the Albuquerque Journal, and an hour-long interview on Father’s Day on a popular AM radio station out of Albuquerque with a representative from one of the byways.