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New 'brand' for Hillsborough County to be announced

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.

New 'brand' for Hillsborough County to be announced 05/30/13 [Last modified: Thursday, May 30, 2013 1:54pm]

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