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Tourism secretary visits LA Chamber

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Business > Los Alamos hooking into the New Mexico True ad campaign

By Arin McKenna

As preparations for the creation of the Manhattan Project National Historical Park ramp up, county officials and business owners alike are looking for ways Los Alamos can maximize tourism opportunities.
New Mexico Tourism Cabinet Secretary Rebecca Latham spoke to one of the avenues — the New Mexico True campaign — at the Los Alamos Chamber breakfast Thursday.
“New Mexico True has not only developed a strong, magnetic brand for the state, but given opportunity for communities to leverage the power of the brand,” Latham said.
The New Mexico True campaign has shifted the advertising focus from images highlighting the beauty of the state, with an emphasis on sightseeing, to images that show people out in those environments, placing the emphasis on “sight-doing,” or “adventure steeped in culture.”
“New Mexico True is defined as the unique experiences you can have in New Mexico that you can have nowhere else in the world,” Latham said. “We define it as “adventure that feeds the soul.”
Latham sees “unlimited potential” for working with Los Alamos under the New Mexico True umbrella.


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