Taos, New Mexico, is doubling down on destination marketing—and it’s tapping The Abbi Agency to lead the charge. The integrated marketing and PR firm, known for its work in travel and tourism, has been named Agency of Record for the Town of Taos following a competitive bidding process.

The remit covers public relations strategy, media outreach, influencer campaigns, and brand positioning for Visit Taos, while local shop Benthouse Creative will handle social content and newsletters as part of a multi-award contract. The collaboration reflects a shared goal: scaling Taos’ national and international profile without losing the authenticity that makes it one of America’s most distinctive cultural hubs.

Balancing Growth With Stewardship

“Taos is a place that leaves a lasting impression, where rich history, arts and culture, and stunning natural beauty meet,” said Rima Krisst, Marketing and Tourism Director for the Town of Taos. “We are focused on conscious and responsible tourism growth in order to protect and preserve what makes Taos so unique.”

That commitment to “destination stewardship” factored heavily into The Abbi Agency’s selection. The firm already manages PR and influencer relations for the New Mexico Tourism Department, adding Taos to a growing roster of regional partnerships. To strengthen its local presence, the agency is also opening a new Santa Fe office, led by longtime PR strategist Marissa Le-Baca.

A Local-Global Team-Up

For Benthouse Creative, which is based in Taos, the partnership ensures local voices shape the town’s narrative. “Being chosen to work alongside The Abbi Agency to share Taos’ story is an incredible honor,” said co-founder Diggy Lloyd. “The Town’s commitment to hiring local talent is powerful and exciting.”

The blend of local insight and national PR muscle comes at a pivotal time. Taos’ star is rising on the tourism stage—Travel + Leisure readers recently ranked it #11 among their 15 favorite U.S. cities and the #1 Small Town Shopping Destination, praising its mix of “epic skiing, eclectic art galleries, unique shopping, and spiritual high-desert setting.”

Why It Matters

For destinations like Taos, the challenge is clear: grow awareness, attract visitors, and boost the economy—without diluting the cultural and natural assets that make the place special. By pairing a seasoned tourism agency with a locally embedded creative shop, Taos is aiming to strike that balance.

And with more U.S. towns and cities competing for visibility in the post-pandemic travel boom, Taos’ model could become a template for how smaller destinations scale their story without losing their soul.

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