SMART SELECT MARKETING TM
Our unique approach to cooperative marketing offers a smart solution that marries the unique needs and objectives of each cooperative partner with consistent brand standards to deliver a customized and optimized plan. Check out our nationally recognized program with the New Mexico Tourism Department below.
CASE STUDY
CLIENT: NEW MEXICO TOURISM DEPARTMENT
Buoyed by the performance of New Mexico True brand (with 9 years of year-over-year record breaking growth), NMTD knew it could better leverage the power of the brand statewide by evolving its cooperative marketing program to meet the diverse needs of its industry partners. For statewide partners as diverse as the volunteer-run Amigos de Cerrillos Hills non-profit and the scaled destination marketing of Visit Albuquerque, a one-size-fits-all solution would have limited participation. Many partners lacked the resources, creative assets, and budget to invest in meaningful and effective destination marketing while others had a difficult time finding a way for their unique destination identity to shine through the New Mexico True brand.
In collaboration with Katie Olivey & Associates LLC, the re-imagined CoOp program addressed these challenges and more, uniting diverse, statewide industry partners — in size, budgets, experiences and assets — to attract venturesome travelers to the Land of Enchantment. The unique Smart Select Marketing™ Menu offered a customized set of content and media options to each partner based on their specific targeting priorities, objectives, preferences, assets and budget. Additionally, partners were able to tap into professional graphic design provided by NMTD to unite their individual visual identity with the New Mexico True brand for high impact co-branding.
In 2022-2023, NMTD led the program to its strongest — and smartest — point, with 47 partners demonstrating the efficacy of the program at a never-been-done-before scale. Through the program, destinations were able to leverage the cumulative equity of the New Mexico True brand and showcase their unique communities through Smart Select Marketing™ tactics tailored to their individual goals. The impact is undeniable: Supported by over 500MM impressions across 50 marketing channels and over 83,000 hospitality heroes, New Mexico’s tourism industry has bounced back faster than the national average, achieved record-high visitor spending, and realized unprecedented growth in both rural and urban destinations statewide.
WANT TO KNOW MORE? SEE A COMPLETE OVERVIEW OF THE PROGRAM HERE
In collaboration with Katie Olivey & Associates LLC, the re-imagined CoOp program addressed these challenges and more, uniting diverse, statewide industry partners — in size, budgets, experiences and assets — to attract venturesome travelers to the Land of Enchantment. The unique Smart Select Marketing™ Menu offered a customized set of content and media options to each partner based on their specific targeting priorities, objectives, preferences, assets and budget. Additionally, partners were able to tap into professional graphic design provided by NMTD to unite their individual visual identity with the New Mexico True brand for high impact co-branding.
In 2022-2023, NMTD led the program to its strongest — and smartest — point, with 47 partners demonstrating the efficacy of the program at a never-been-done-before scale. Through the program, destinations were able to leverage the cumulative equity of the New Mexico True brand and showcase their unique communities through Smart Select Marketing™ tactics tailored to their individual goals. The impact is undeniable: Supported by over 500MM impressions across 50 marketing channels and over 83,000 hospitality heroes, New Mexico’s tourism industry has bounced back faster than the national average, achieved record-high visitor spending, and realized unprecedented growth in both rural and urban destinations statewide.
WANT TO KNOW MORE? SEE A COMPLETE OVERVIEW OF THE PROGRAM HERE