Waco launches tourism rebrand process; agency to propose new name, logo and campaign by summer

City communications, the Convention & Visitors Bureau and marketing agency Madden Media presented a tourism rebranding plan at the Jan. 21 work session to create a distinct visitor‑facing identity for destination marketing. Monica Settlemeier, Director of Communications and Marketing, said the effort builds on the city’s October 2023 internal rebrand and focuses specifically on tourism identity, voice and outreach.

Madden Media senior account director Emily Harris said the agency is conducting research into current perceptions of Waco as a destination, collecting stakeholder interviews and inventorying assets and audience segments to define points of differentiation. The deliverables outlined include a brand study, logo development, tagline creation, brand story and voice guidance, photography and typography standards, and a brand style guide the CVB can deploy across leisure and meeting markets.

Harris presented a timeline the team had laid out: brand research and strategy finalized by Feb. 18, initial sketches and messaging March 24, refined logos and messaging through May 30, and a planned council briefing June 17 with final art and files by June 30. The agency's stated goal is to launch a public campaign in July–August 2025. Staff and the agency said renaming the CVB (for example to Visit Waco or Destination Waco) is on the table as part of the work.

Council members asked about how an external tourism brand would relate to the internal city brand and whether the organization should change its CVB/DMA name. Harris said the project will recommend a name and identity intended to work with but be distinct from city government branding and to support Waco's visitor‑growth goals over five to ten years.

The session was informational; no final naming decision or purchase authorization was requested at this meeting.