San Antonio CVB Develops New Brand and New Logo

San Antonio. Deep. In the Heart.

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. October 14, 2008

SAN ANTONIO, TX, February 13, 2008. Today, historic and colorful San Antonio unveiled a new positioning for the city "San Antonio. Deep. In the Heart." The new identity for San Antonio embraces the spirit and pride of the citizens and culture, and aims to share that passion with a promise to potential visitors who choose San Antonio that the experience will forever remain "deep in their hearts."

Visually, the city will now be identified with the "San Antonio. Deep. In the Heart." positioning line and a new logo which echoes the four key pillars of the brand:

---| People who embody the power and spirit of the city,

---| Pride that is deeply rooted in history,

---| Promise of adventure, of knowledge, of welcome, of intrigue, of reward, and

---| Passion for San Antonio and its art, culture, sports, and entertainment.

To honor the passionate spirit of San Antonio, San Antonio's repositioning launches tomorrow, Valentine's Day. In this city that is "Deep. In the Heart." the iconic San Antonio River Walk will be transformed with more than 30,000 yellow roses, and some 200 couples will exchange vows at the Arneson River Theatre during the 20th annual San Antonio mass wedding ceremony. During the ceremony, four decorated river cruisers will parade through the river, representing the four pillars of San Antonio's new brand -- people, pride, promise and passion. Following the ceremony, couples will board cruisers down the river to a San Antonio-style reception, while mariachis romantically serenade the newly wedded from arched stone bridges. In addition on Valentine's Day, visitors to the city will be welcomed at the airport, at the Visitor Information Center in Alamo Plaza and all along the River Walk with yellow roses and serenades.

"In today's world, travelers are looking for true experiences -- real environments -- and San Antonio is the perfect answer for this quest," said Scott White, executive director of the San Antonio Convention and Visitors Bureau. "Here, authenticity is everywhere -- through our deep-rooted history and big-hearted multicultural diversity. Those of us who live here feel this pride and passion deeply; our visitors will as well when they experience the warm embrace of a modern city that honors its history."

The all-encompassing effort will be evident across San Antonio and around the nation and globe as the city promotes its authentic and singular assets to potential visitors. "Deep. In the Heart" will be conveyed through national advertising which evokes the city's unique mix of culture and history, a new Web site, and collateral and special events on Valentine's Day -- themed to reflect the passion and celebratory spirit innate to San Antonio.

San Antonio: Attractions for Every Passion

The campaign underscores San Antonio's varied attractions that make it easy for visitors to unlock their personal passions on a trip to San Antonio. Visitors will find:

History: In addition to the Alamo and Missions, there's La Villita, the city's original settlement now a haven for quaint shops and artisans; 300-year-old San Fernando Cathedral; and Market Square, the largest Mexican market outside Mexico.

Arts and Culture: The city explodes with one-of-a-kind galleries, world-class museums, emerging artists, and a rich cultural tapestry that intertwines Mexico, Germany, the Old West and the Deep South providing an "only in San Antonio" experience. Intriguing architecture and eclectic neighborhoods can be found around every corner.

World-Class Cuisine and Wine: Long known as the home of Tex-Mex cuisine, San Antonio maintains hometown flavors even as it emerges as a major culinary destination. In San Antonio, you'll find Gourmet magazine's sixth best restaurant in the nation and the Hill Country Wine Region, recently ranked the second fastest-growing in the U.S. by the Orbitz Insider Index.

Family Fun: Families are enthralled with the endless options including SeaWorld San Antonio, Six Flags Fiesta Texas, San Antonio Children's Museum, and San Antonio Zoo.

Romance: Couples can take a romantic stroll along the River Walk, dine riverside by candlelight, reserve their own River Walk cruiser, or pass by the Alamo in a horse-drawn carriage.

Sports and Outdoor: Sports fans can catch a San Antonio Spurs game, while outdoor enthusiasts can hike, bike, bird, tube and more. The Texas Hill Country's open spaces and soft, rolling terrain make it a great golf region.

The San Antonio Convention & Visitors Bureau is a City of San Antonio department whose mission is to promote and market the city as a premier visitor and meetings destination, while positively affecting the city's economy.