Visit Las Cruces Reveals Destination Rebrand as 'The Real New Mexico'

Messaging, logo, guide, website, reflect new direction

Visit Las Cruces (VLC), the official destination marketing organization for the City, formally launched its new look and bold tagline on Wednesday, May 31, 2023, that fully exemplifies the vibrant culture, lively attractions, expansive outdoor recreation opportunities, and countless amenities Las Cruces has to offer.

It has been nearly a decade since Visit Las Cruces has updated its branding. Together with NMCO Creative Studio, a new logo, color scheme, messaging, visitors guide, merchandise, advertising, and digital campaign were created. The collaborative effort established a vision that conveys for travelers the rugged beauty, diverse culture, abundant attractions, and neighborly charm that Las Cruces and its surrounding region have to offer.

"It's a modernization of the brand, moving Las Cruces forward to remain competitive in tourism on a state, regional and national level," said Assistant City Manager Ikani Taumoepeau. "It is a bold statement, but one we're certain residents will embrace and one that will pique the interest of potential travelers."

The new brand draws from the tagline "The Real New Mexico" to emphasize the authentic and rugged spirit of the city, through gritty, bold textured icons, text and images countered with a bright palette of colors that reflect the warmth of the community. Las Cruces is an untapped city of real people with real stories. Strengths directly come from a vibrant culture, expansive landscapes, art, music, food, rich history, and people.

Retirees, students, families, and professionals all reside in Las Cruces and make it a community that travelers say they feel welcome in. The messaging itself highlights Las Cruces and southern New Mexico attractions with playful and cheeky imagery and tone that reflect the relaxed energy, humor, and warmth of the area.

"We're embracing our city and region's strengths by creating a brand with the surrounding southern New Mexico communities in mind," said Lorena Lozano, VLC Marketing Director. "It opens itself up to future collaborations in a region that often feels overlooked."

Marketing efforts include a new website, visitors guide, remodeled visitors center, print and digital information material, broadcast and radio commercials, billboards, a digital and social media campaign, merchandise, and more. New collateral is already being used by the VLC sales team to promote the city and its resources, facilities, outdoor recreation, attractions, lodging, and amenities to industry professionals at national and international trade shows and conferences.

Visit Las Cruces billboards that incorporate the new branding are currently up along Interstate 10 and I-25. Merchandise with the new branding is currently available for purchase at the Visit Las Cruces Visitors Center, 336 S. Main St. Branded elements feature weathered edges and gritty textures that echo our down-to-earth disposition. The sotol cactus is heavily peppered throughout Las Cruces so to reference this specific area, the cactus's distinctive silhouette is stamped into the negative space of the logotype.

The purpose of Visit Las Cruces is to promote the city as a premiere travel destination on a state, regional, national, and international level, generating tourism dollars that result in positive economic development. Tourism is a multi-million-dollar industry that supports local businesses and the hospitality industry (food, beverage, tourism, lodging, and recreation). According to the New Mexico Tourism Department Recovery Update, in 2020 alone, visitor spending in Doña Ana County was more than $407 million with the hospitality industry making up nearly 10% of the county's workforce.

For information and to see VLC's new branding, check out www.visitlascruces.com.