The New Mexico True "Living Legends" campaign has been named a finalist for the 2025 Skift IDEA Awards in the "Creative Thinkers: Content" category. This recognition highlights New Mexico's growing reputation as a leisure travel destination. The Skift IDEA Awards honor individuals, teams, businesses, and brands advancing the travel industry.
New Mexico True is one of three U.S. destination management organizations selected as finalists in this category, alongside Travel South Dakota and Experience Kissimmee. Launched in 2021, the "Living Legends" campaign emphasizes New Mexico's cultural and adventurous identity through stories of notable residents like Bull Riding Champion Parker Hooks and Chef Fernando Olea.
Acting Secretary Lancing Adams expressed excitement about the recognition, stating it underscores New Mexico's appeal as a blend of culture and adventure. Marketing Director Erin Ladd noted that the campaign's success is due to its focus on distinguished New Mexicans who contribute to the state's cultural reputation.
This nomination adds to a series of accolades for New Mexico. The Tourism Department's media campaign for the Burning of Zozobra 100th Anniversary was also recognized by the U.S. Travel Association’s ESTO Awards. Additionally, New Mexico is a finalist for the 2025 World Travel Awards in "North America’s Leading Regional Destination," with public voting open until August 10, 2025.
Santa Fe was recently named the top U.S. destination for 2025 by Travel + Leisure readers, marking its first time at No. 1 on their list. Taos also made the list at No. 11, making New Mexico one of two states with multiple destinations featured.
Information from this article can be found here.
