Credit: City of Dallas

DALLAS (CBSDFW.COM) – The City of Dallas has a new tag line and logo.  The message – “Big Things Happen Here” or “Cosas Grandes Pasan Aqui”.

Mayor Mike Rawlings and executives with the Dallas Convention & Visitors Bureau revealed the changes on Friday at the Bureau’s Annual Meeting.

The changes comes after eight months of local and visitor research and is an evolution of the “Live Large. Think Big.’’ tag line introduced in 2004. The new brand platform was formed by executives of the Dallas CVB and a number of agencies led by Dallas-based Tracy-Locke.

“Dallas has been virtually reimagined over the past five years,” said Phillip Jones, President and CEO of the Dallas CVB. “From hosting a Super Bowl, to creating America’s largest contiguous urban arts district to opening a new 1000-room hotel adjacent to the Dallas Convention Center, the visitor experience has been transformed by those investments.”

The new brand campaign will launch in January of 2013 and include multiple media channels focused on engaging residents, prospective visitors, and meeting planners. To fund the marketing campaign, Dallas’ big hotels have voulntarily added a higher tax on their rooms.

Mayor Mike Rawlings believes the investment will help Dallas grow in a number of areas.

Mayor Mike Rawlings interviewed by KRLD

“We want to grow our convention business; we want to grow our tourism business; we want to grow our corporations that move here and we want to increase our international travel,” said Rawlings. “Growth is important to us and we are going to use this campaign to do exactly that.”