The New Mexico Tourism Department is looking to hire a “high caliber PR agency” that is well-seasoned in national and international travel PR to increase its overall earned media value, while strategically positioning the Land of Enchantment as the primary destination for the venturous traveler, according to its RFP.

The NMTD launched the “New Mexico True” brand in 2012 to “eliminate misconceptions that New Mexico is a dry, arid, banner desert state with nothing to do.” That effort has resulted in an increase in tourism dollars every year.

The Department wants a PR firm to adopt a storytelling approach and develop “compelling key messaging that personifies the New Mexico True brand promise—adventure steeped in culture and secure third-party validation of the brand promise.”

The desired communications outfit will forge “a world-class PR cooperative tourism industry partner program into the overall PR strategy” and maximize earned media opportunities via focus on themes surrounding the introduction of commercial space tourism and the Virgin Galactic inaugural launch” from New Mexico.

The NMTD plans to award a contract of up for four years.

Proposals are due Nov. 1.

They must be sent via express carrier to:

Ray Maestas
Procurement Management
RFP #20-418-2002-00002-00 (NMTD Public Relations Agency)
State Purchasing Division
1100 St. Francis Dr., Room 2016
Santa Fe, New Mexico 87505

Download RFP (PDF)