• Associated Press via USA Today , Tuesday, November 6, 2007 11:45 AM

St. Louis is hoping to brand itself as a tourist destination in a marketing campaign that sports a new logo and a slogan that plays on its name. Tagged "St. Lou is all within reach," the effort features the Gateway Arch bridging the space between "St. Lou" and "is" in the slogan. Kitty Ratcliffe, president of the city's Convention and Visitors Commission, notes that the arch is the symbol most identified with the city and is "our Eiffel Tower. . . our Nike swoosh."

The idea is also to tout St. Louis as the home of exceptional sports teams, architecture, museums and parks--and all at a lower cost of living than many bigger cities. The ad campaign will run from Thanksgiving through Valentine's Day in states including Missouri, Illinois, Oklahoma, Iowa and Tennessee.

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