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Case Study: Tourism & Hospitality
STRONG BRAND, SMART SOLUTIONS
How the OLIVEY team has helped 50+ diverse destinations unite under the New Mexico True brand to drive record tourism growth, through a cooperative marketing program built one partner at a time.
Client: New Mexico Tourism Department
Program: New Mexico True Cooperative Marketing
All photographic assets featured in this case study are jointly owned by the New Mexico Tourism Department (NMTD) and the highlighted partner organizations
500M+
Impressions
60M+
Video Views
1.4M
Clicks to Partners' Websites
50+
Unique Statewide Partners
3x
partner impact via a 2-to-1 dollar match
The Challenge
ONE BRAND. 50+ VERY DIFFERENT PARTNERS
The New Mexico True Cooperative Marketing ("CoOp") Program is a jointly funded, collaborative investment to grow New Mexico's tourism economy through the strength of the New Mexico True brand: a strategic partnership between the state and its communities to attract venturesome travelers from critical drive markets.
The partners couldn't be more varied. Local and Tribal governments, tourism-related non-profits and attractions, and statewide organizations took part, with budgets, capabilities and creative assets ranging from a few hundred dollars to more than $400,000. Rural destinations made up 61% of participation.
The OLIVEY team's task was to unify statewide investment and protect brand standards, while giving every partner, from a village of 8,000 to a major city, a plan built around its own goals.
Our Approach
FOUR OBJECTIVES, ONE PROGRAM
UNIFY
Statewide marketing investment, complementing unique destination identities with the power of New Mexico True.
MEET
A diverse range of partner goals and budgets through a customized program and the Smart Select Marketing™ Menu.
SUPPORT
Partners through conscientious and expert service, from strategy to implementation.
DELIVER
Performance reporting to measure impact and inform optimization.
Unified Marketing
A BRAND RESOURCE HUB EVERYONE CAN BUILD ON
Las Vegas. A reflection of the authenticity of our state.
Silver City. A destination where adventure is steeped in culture.
Alamogordo. A focus on site-doing.
A central Brand Resource Hub made core brand standards easy to apply, so every partner's work read unmistakably as New Mexico True.
Navajo Nation. Connection through storytelling.
COBRANDED IDENTITIES THAT KEEP EACH PLACE ITSELF
Custom co-branded lockups paired each destination's own identity with the New Mexico True mark, so Gallup still feels like Gallup and Tucumcari like Tucumcari, while every impression builds the statewide brand.
Diversity embraced
DESIGNED FOR EVERY CORNER OF THE STATE
From Farmington to Carlsbad, the OLIVEY team meets each partner where they are, with offerings shaped by its specific objectives, audiences and budget.
61%
38%
1%
Of program $ in rural destinations
Urban destinations
Statewide organizations
Smart Select Marketing™
A CUSTOMIZED MARKETING MENU FOR EVERY PARTNER
OLIVEY'S proprietary Smart Select Marketing™ approach turns each partner's priorities into a data-driven, customized media plan while holding the line on brand standards. Here's how it works:
EVERY CHANNEL, ONE VOICE
Print and out-of-home, organic social, influencer campaigns, original video and photo content, and a full digital suite, all executed to New Mexico True brand standards.
Fluid optimization across digital.
5+ distinct digital packages at a variety of investment levels let the OLIVEY team work to shift dollars in real time toward the strongest-performing initiatives
WE CARRY THE LOAD SO PARTNERS CAN FOCUS
Service & support
The OLIVEY team handled the heavy lifting of media buying and production. Partners kept a short, clear list of responsibilities.
"Our partner service rep has been an essential partner in helping to keep all the pieces organized with reminders about deadlines, answering questions, & making professional recommendations. I could not do it without her! This has been my 3rd CoOp and it gets better every year!"
-Visit Questa
"The team is knowledgeable, helpful and easy to work with. They help us stay on track and on time with our program requirements. The team truly goes above and beyond in helping us have the best experience possible."
-Pecos
Partner Spotlight
VILLAGE OF RUIDOSO
In a rural southeast New Mexico village of just 8,000 residents, Ruidoso capitalized on the CoOp program, deploying media across 13 different channels.
95MM
Impressions
234K+
Clicks
"The Cooperative Marketing program has spurred Ruidoso forward as a premiere vacation destination in New Mexico. Combined with the strength of the New Mexico True brand, the options presented on our Smart Select Marketing™ Menu, and additional marketing support, we have been able to capture audiences on a wider scale."
Kerry Gladden, AOR for Village of Ruidoso
7MM
Video views via CTV, YouTube and social
1:21
Average time on landing page
Local tourism economy over 3 fiscal years
+41%
+32%
Lodger's Tax
Total Gross Receipts
The results.
MEASURED, OPTIMIZED, REPORTED.
The OLIVEY team provided a reporting dashboard, delivered to each partner quarterly, tracked every dollar. Overall program results, January 2022 to April 2023:
For New Mexico's tourism economy
RECORD GROWTH, STATEWIDE
RECORD HIGH
visitor spending
FASTER
statewide tourism growth than the national average
UNPRECEDENTED
growth in rural and urban destinations