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Overview


New Mexico Tourism

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Overview


New Mexico Tourism

 
 
 
 

#WhereTheRockiesBegin

New Mexico Tourism and Talweg Creative tasked Inkwell with showcasing the winter adventure opportunities and natural beauty of New Mexico. We assembled a crew that included athletes and photographers to document a trip where the Rocky Mountains begin, in the Taos area of New Mexico.


 

Campaign Performance

 

22,000,000
Total Reach

410,000
Engagements

3,650
Comments

115
Published Images

 
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The Team


The Team

The Team


The Team

 
 

Lead by Jimmy Chin, the crew included Jeremy Jones, Cody Townsend, Grayson SchafferSierra Quitiquit and Chris Figenshau

This combination made for not only an able group of adventurers, but also a powerful collection of social media influencers.

 
 
 
 

Collectively, this group has over 1.75 million fans on social media and reaches over 30 million people each month on average.

 
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Creative Strategy


The Creative

Creative Strategy


The Creative

 
 

Timing was on our side with a storm hitting the New Mexico mountains as we were rolling into town and it continued to snow through the duration of our trip. This created an incredible opportunity for us to showcase New Mexico at its finest in the winter.

 
 
 
 

In addition to #WhereTheRockiesBegin photography being shared on social media by the crew, there was participation in the project by New Mexico Tourism, Taos Ski Resort, Outside Magazine, Snowboard Magazine, Freeskier Magazine, Unofficial Networks, Mountain Collective and athlete sponsors.

 
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Media Strategy


The Media

Media Strategy


The Media

 
 

Timing is key to creating a story across so many social media platforms, so our team meticulously coordinated the launch of #WhereTheRockiesBegin content from social media feeds of the athletes, photographers and media companies to achieve maximum reach and engagement.

 
 
 
 
 
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The Results


The Results

The Results


The Results

 
 

The campaign is a success for New Mexico Tourism and will continue to deliver, circulating through social media.

Content from the trip has reached over 20 million people and garnered over 400,000 likes, comments and shares so far. More than 3.4 thousand people have commented on the 112 images that we shared.


 

Fan Comments

“I need to book my ticket”

“Road trip!”

“Looks like it might be worth checking NM out?!”

“Excited to hit up Taos for some snowboarding after seeing your photos!”

“Good to see NM getting some El Niño kisses”

“I want to be there!!”

“Glad northern NM got some well deserved accolades. Great shots!”

“I need Taos in my life”

“New Mexico it is!”