TAMPA — Hillsborough County's tourism agency will unveil a new brand for marketing the Tampa side of the bay to tourists and meeting planners Thursday.
Tampa Bay & Co. will hold the unveiling at 5 p.m. at the Tampa Convention Center at 333 S. Franklin St.
New chief executive Santiago Corrada will speak along with members of Tampa Bay & Co.'s board and members of the brand advisory committee.
The new brand is the result of a yearlong process undertaken by Tampa Bay & Co. to "unlock" a new identity for the Tampa-Hillsborough region. The agency also conducted research and held focus groups to hone that message.
Tampa Bay & Co.'s job is to book the convention center and attract leisure travelers. It is a public-private agency that is 80 percent funded by tourist tax dollars but run by a private board.
The challenge for tourism officials is to try to establish a brand identity that is distinctly Tampa but that also doesn't clash with its partners across the bay. Pinellas County tourism is enjoying another record year, and the Tampa-Hillsborough side of the bay must build an identity that stands out but not at the expense of the area's link to the Pinellas beaches.