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Dallas has gone through an urban revival and is ready to tell the country about it.

The Dallas Convention & Visitors Bureau announced its $4.2 million rebranding campaign will launch locally next Wednesday and expand to national markets this summer.

This will be the city’s first full branding effort since 2004 and it has more resources than ever to work with: Dallas CVB’s ad spend was increased by the Tourism Public Improvement District to the range of $3 to $3.5 million.

“People are neutral about Dallas and that’s the last thing we want. If people hate Dallas, at least they know about us,” Noelle LaVeaux, chief marketing office for the Dallas CVB, tells Skift.

The local rebranding campaign will launch in the form of print, digital, and drive radio ads.

The city will then reach out to travel planners via print and digital partnerships and extend the campaign to consumer drive markets in Texas, Louisiana, and Arkansas later this year.

The new brand was created by advertising agency TracyLocke.

Game changers

Fueling the city’s need for a new image is its newest attractions. Three of the cities’ largest venues — Perot Museum of Nature and Science, Klyde Warren Park, and Omni Dallas Convention Center Hotel — opened in the past two years.

The convention center hotel, which opened in 2011, has significantly increased business travel to the city.

“It’s been a game changer for the meetings and conventions business in Dallas,” says LaVeaux.

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Dallas Rebranding

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