That’s the key to creating a successful marketing campaign for a Taos tourism business.

Rest and relaxation, Native American culture and seeking an authentic experience are what most people say they are looking for when they visit Taos -- according to respondents to a professional survey.

That information helped Griffin & Associates create a strategy – along with local firm Webb Design -- for promoting Taos. The new campaign includes capitalizing on Taos as a unique place on many different fronts – from shopping and relaxation to adventure tourism and cultural experiences.

The new campaign defines a new word – one coined especially for the program – Taosmosis – which blends together the idea of being steeped in the Taos experience and “getting” Taos through osmosis – or really soaking in it.

Joan Griffin of Griffin & Associates made a presentation yesterday at the Town of Taos Council Chambers to those interested in Taos tourism and how they could participate. She said she views the road ahead positively, in spite of the economy.

“We’re still in a down economy. I think people are still looking for value – so we need to deliver value and to be different,” she said.

The survey professionals who tabulated the data outlined a few recommendations to help tourism marketers get the most out of their advertising dollars. One recommendation is to emphasize the natural beauty, and the authentic experience of Taos. Another is to create an annual festival with a theme of music and food and wine. The goal is to market Taos as a four-season destination.

To visit the official Taos Tourism website, go to www.taos.org