SOURCE: Hill Country Rivers

Hill Country Rivers

August 11, 2015 09:37 ET

Discover Uvalde County - "This is a whole other Hill Country"

Uvalde County Reveals the Secret of This Texas Vacation Destination

CONCAN, TX--(Marketwired - Aug 11, 2015) - In a pocket of southwest Texas, three rivers converge at the southern tip of Texas Hill Country. In the unspoiled landscape, Mother Nature created a masterpiece blending shady Texas Oaks and Cypress, rolling hills, a breathtaking canopy of twinkling stars, crystal-clear cool rivers and quiet solitude. The influence of Old Mexico remains alive in the bright decor and lively celebrations. Welcome to Texas Hill Country.

Many Texans have already discovered the peace and solitude of Uvalde County. The challenge was how to establish the area's amazing hiking, fishing, camping, birding, hunting, caving and refreshing water vacations story with tourists as an appealing vacation destination. With that goal in mind, Uvalde County Hill Country Rivers conducted a brand development study.

"The process was very collaborative with a lot of community input," states John Cohen, Executive Director, Hill Country Rivers. "The brand reflects the essence of Uvalde County as a tourism destination and differentiates the destination from the rest of Hill Country. It is a smart and flexible brand that will allow us to reach out to our audience with compelling messaging."

Cubic Creative was chosen to lead the brand initiative exercise and develop a brand strategy. The top-rated destination marketing group hosted numerous focus groups, interviews, site visits and evaluations in order to distill what sets Uvalde County apart from the better known Texas Hill country locations. Late in June, Cubic shared their findings and unveiled the brand essence: "This is a whole other Hill country."

"From our first steps along the Frio River to an early morning hike in the hills of Garner State Park, we knew we were in a very special place. A place that holds many stories from past generations, and many more waiting to be told," says Libby Bender, Chief Branding Officer at Cubic Creative. "Uvalde County is different from the spas, boutique hotels and shopping of Hill Country. Uvalde is a region of free-flowing rivers, roller-coaster highways and chalk cliffs. It offers a complete and total escape from the sensory overload of the big city."

The messaging magic unfolded in the brand process as the team identified a differentiator -- visitors are going to get an entirely different experience in the Hill Country that they won't find anywhere else in the world. And Uvalde County is a whole other Hill Country.

For more information contact John Cohen,

About Uvalde County
Discover the natural beauty of the Texas Hill Country River Region, located just two hours west of San Antonio in scenic Uvalde County, an area known for picturesque limestone hills carved into green canyons by the crystal waters of the Sabinal, Leona, Frio, Dry Frio, and Nueces Rivers. Garner State Park, and nearby Lost Maples State Natural Area, offer a variety of outdoor opportunities.

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