San
Antonio has 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.

  Valentine’s Day: Say “I Do” to Romance in San Antonio

  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.
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