San Antonio. Deep. In the Heart.

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 to choose San Antonio, and the experience will forever remain “deep in their hearts.”

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 and convention planners. “Deep. In the Heart” will be conveyed through national advertising which evokes the city’s unique mix of culture and history, new website, collateral and special events on Valentine’s Day – themed to reflect the passion and celebratory spirit innate to San Antonio. The new branding will greet visitors arriving by air, attending conventions, exploring the famous River Walk, walking the steps of history along the Mission Trail, and more.

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:

o People who embody the power and spirit of the city,
o Pride that is deeply rooted in history,
o Promise of adventure, of knowledge, of welcome, of intrigue, of reward,
o And Passion for San Antonio and its art, culture, sports, and entertainment.

The logo is a passionate “corazon red” quatrefoil – a historic and symbolic shape prevalent in Spanish Colonial architecture, and has sub-meanings of welcome and good tidings. “Corazon red” is symbolic of the city’s heart, and the manner in which visitors are welcomed “con corazon.”

San Antonio’s new brand mark was inspired by the gracious and ornate “Rose’s Window” at Mission San Jose, one of the 18th century Spanish Colonial missions that helped claim the region for New Spain, and still proudly today serves citizens and inspires visitors. The quatrefoil has become intrinsic to contemporary San Antonio as well – appearing across the city in historic, commercial and artistic applications.

“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, SACVB Executive Director. “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.”

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:

o 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; Market Square, the largest Mexican market outside Mexico and so much more.
o Arts and Culture: Deep and rich – 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 rounds every corner – from simple adobe of the Spanish Governor’s Palace to the clean lines of Ricardo Legoretta’s Central Library. Eclectic neighborhoods – Southtown, the Deco District for starters – thrive with boutique options for shopping and dining. The city hops with special events – from family fiestas to cultural spotlights – like the new Luminaria – a March event modeled after Paris’ White Nights.
o 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. Gourmet magazine’s sixth best restaurant in the nation is here. Orbitz’ Insider Index recently ranked

San Antonio’s Hill Country Wine Region as the second fastest-growing in the U.S. The Culinary Institute of America opened a full campus in January, with an emphasis on Latino cuisines.

o Family Fun: Families are enthralled with the options including SeaWorld San Antonio, Six Flags Fiesta Texas, San Antonio Children’s Museum, San Antonio Zoo and endless options. Here, families have authentic and cultural experiences, blended with fun and bonding time.
o 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. San Antonio is the perfect place to inspire and renew relationships.
o 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 offers wide open spaces, and lends soft rolling terrain to the region for great golf. That, along with the mild temperatures continue to attract more golfers to San Antonio, and new courses, and luxury resorts continue to develop.

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

To honor the passionate spirit, San Antonio’s repositioning launched on Valentine’s Day. In this city that is “Deep. In the Heart.” the iconic San Antonio River Walk was transformed with more than 30,000 yellow roses, and some 200 couples exchanged vows during the 20th annual mass wedding. During the ceremony, four decorated river cruisers represented the four pillars of San Antonio’s new brand – people, pride, promise and passion. Following the ceremony, couples boarded cruisers and floated down the river to a San Antonio-style reception. Mariachis romantically serenaded the newly wedded from arched stone bridges, providing entertainment for visitors as well.

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.