Cooperative Marketing & Advertising Grant Program​

The Cooperative Marketing & Advertising Grant Program is a funding initiative offered by the New Mexico Tourism Department aimed at strengthening the state’s tourism economy through collaborative marketing efforts. Known informally as the “CoOp” program, it supports local and tribal governments, tourism-related nonprofit organizations, and attractions across the state in implementing co-branded advertising initiatives aligned with the “New Mexico True” brand. This grant opportunity is designed to multiply the impact of local marketing dollars by providing matching state funds to enhance promotional reach and consistency. By leveraging shared branding and customized digital marketing strategies, the program seeks to expand tourism impact in communities throughout New Mexico. For Fiscal Year 2027 (FY27), the program period runs from July 1, 2026, to June 30, 2027. Participation in the program begins with the completion of a mandatory online Pre-Application Survey, which closed on February 27, 2026. This initial survey allows the Tourism Department to understand the applicant’s goals and objectives. Based on survey responses, applicants receive a tailored Smart Select Marketing™ Menu and further application instructions. The final application must be submitted entirely online via Submittable; paper or PDF submissions are not accepted. The application portal opened on March 10, 2026, and closes on April 7, 2026, at 2:00 AM. The program supports two categories of marketing initiatives: Media Menu Plan (MMP) initiatives and Flex initiatives. All awarded MMP initiatives are eligible for a 2:1 state match, while Flex initiatives may receive up to a 2:1 match, depending on legislative outcomes in 2026. The matching investment structure effectively triples participants’ marketing budgets when fully matched, allowing for broader media reach and deeper audience engagement. In addition to advertising, the program includes content creation opportunities, creative production integration, and digital advertising options such as travel attribution. Applicants benefit from customized marketing strategies, expert guidance throughout the process, and performance reporting to measure impact. The application process requires submission of the final Smart Select Marketing Menu PDF through the Submittable platform. Awards are granted at the sole discretion of the New Mexico Tourism Department and may be partial or full, depending on available funds and the quality of the proposal. Some options within the Media Menu Plan are subject to participation limits and feasibility considerations. Eligible applicants must be tourism-related nonprofit organizations, tribal or local governments, or related attractions located in New Mexico. Submissions must align with the New Mexico True brand and demonstrate the potential for effective tourism promotion. Applications are evaluated based on their alignment with program goals, marketing strategy quality, and anticipated return on investment. For administrative and technical assistance, applicants may contact the Cooperative Marketing Program Coordinator, Nelida Griego, at [email protected] or the Marketing Programs Manager, Taylor Lawrence, at [email protected]. Questions about the Smart Select Menu should be directed to the program's concierge email, [email protected]. Awards will be announced following the close of the application period. The program is part of the New Mexico Tourism Department’s broader effort to stimulate local economic development through strategic and data-informed tourism marketing investments.

Ensure alignment with New Mexico True branding; Follow Smart Select Menu instructions closely.