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New Mexico Tourism Department Taps Abbi Agency As Influencer Marketing Agency


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The Abbi Agency, an integrated marketing and public relations firm, has been selected as the Public Relations Agency of Record for the New Mexico Tourism Department (NMTD). The agency will manage both public relations and influencer marketing strategies for New Mexico.

“We are excited to bring our 20+ years of collective experience in travel and tourism to our work with New Mexico,” said Abbi Whitaker, Co-Founder and CEO of The Abbi Agency. “We look forward to showcasing the culture, people, and places that make the destination unlike any other.”

New Mexico, often referred to as the Land of Enchantment, is celebrated for its multicultural heritage, natural wonders, and renowned arts scene. The Abbi Agency aims to highlight these aspects through strategic media coverage and partnerships with content creators, as part of their comprehensive influencer marketing strategy.

Cody Johnson, Director of Communications for the New Mexico Tourism Department, expressed confidence in the agency’s ability to promote the state. “Through their proven success with destinations and hospitality brands, we believe The Abbi Agency, an experienced influencer marketing agency, will help us continue to tell the story of the Land of Enchantment through secured coverage in quality travel media and strategic partnerships with content creators.”

The addition of New Mexico to The Abbi Agency’s portfolio comes shortly after the agency added Carnival Cruise Line, Aramark Destinations, and Pacific Surfliner. The agency’s approach to travel and tourism involves fostering deep relationships with journalists and influencers to create compelling and unique narratives.

The Abbi Agency is committed to bringing New Mexico’s lesser-known attractions to the forefront through performance public relations, brand partnerships, and influencer relations. By utilizing intentional strategies and leveraging longstanding media relationships, the team plans to enhance the presence of New Mexico True, the state’s tourism brand.

Additionally, The Abbi Agency will collaborate with its sister agency in the UK, Brass Tacks Media, to promote New Mexico as a travel destination to international audiences in Germany, Australia, and beyond. The goal is to highlight the state’s uncurated culture, exceptional outdoor experiences, and unforgettable road trips, further supported by their robust influencer marketing strategy.

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