The campaign highlights New Mexico’s role as a centerpiece of the centennial, showcasing communities like Gallup, Albuquerque, Santa Fe, and Tucumcari. Travelers are encouraged to explore vintage motels, Indigenous cultural sites, and neon-lit diners that define the state’s portion of the route. According to Acting Tourism Secretary Lancing Adams, the initiative aims to capture the classic American road trip experience while promoting local stops ranging from Laguna Pueblo to urban art districts.
New Mexico and Chex Mix Launch Route 66 Centennial Campaign
As the 100th anniversary of the Mother Road approaches in November 2026, the New Mexico Tourism Department is partnering with General Mills to turn snack aisles into travel maps. The collaboration features limited-edition Chex Mix BOLD packaging and a sweepstakes designed to drive tourism along the state’s 460-mile historic stretch.
To incentivize travel, New Mexico Magazine is hosting a sweepstakes offering a curated adventure for two. The grand prize includes a five-night itinerary featuring stays at historic properties such as La Fonda on the Plaza and Hotel El Rancho, alongside a VIP experience at Acoma Pueblo Sky City and a $1,000 airline credit. The contest is open to U.S. residents through August 31, 2026. This partnership is part of a broader state strategy involving public art installations and restored neon signage to revitalize the historic corridor for a new generation of visitors.
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