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DALLAS (CBSDFW.COM) – Signs are sprouting up all over a North Texas neighborhood with an incomplete message.  But it’s not a misprint, it’s a mystery.

The phrase, “East Dallas is ____” is appearing on signs in front of homes, businesses and schools.  The group behind this says they can’t say to much yet other than there’s a “big reveal” right around the corner.

“I’ve been noticing these signs and wondered what they are,” says Carlin Morris, an East Dallas resident.  “At first I thought they’re missing something. I mean it’s pretty blah. But then I stopped and read it.”

Turns out it’s part of a campaign put on by the local Chamber of Commerce to bring attention to an area often ignored and passed over.  It’s why business owners like Rob Wilson of Times Ten Cellars in Lakewood has bought into the idea.

“I have a lot of friends that don’t want to come on this side of 75,” says Wilson.  “Anything that brings awareness and brings more people over to East Dallas and lets them discover what we’ve known for years, I think is awesome.”

The phrase isn’t just appearing on signs that are popping up in yards,  it’s also being used in a hashtag all over social media for a selfie contest.  “I personally think… East Dallas is sometimes missed all together,” says Darlene Ellison of the Greater East Dallas Chamber of Commerce.

Ellison says that blank line in the phrase is all part of what she calls a “big reveal” for East Dallas at the end of March.

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