“Our Roots Are Showing™” selected as new slogan; reflects region’s authenticity, historic past, and flourishing wine industry

SAN MATEO, CALIFORNIA – August 21, 2007 – Great Destinotions^™, a leading community branding agency and destination marketer, today announced the unveiling of a new brand identity created for the Tri-Valley, California region.

“The Tri-Valley is proud of its roots and the authentic small town experience it offers,” said Eric Swartz, president and founder of Great Destinotions. “We’re honored to play a central role in shaping and strengthening the region’s brand message.”

According to Amy Blaschka, president & CEO of the Tri-Valley Convention & Visitors Bureau (www.trivalleycvb.com), “we hired Great Destinotions for its creativity, capabilities, and expertise. The brand analysis created for us will serve as a foundation for our upcoming marketing and advertising campaigns. We’re also delighted with our new tagline and can’t wait to see it emblazoned throughout the region.”

Situated about 20 miles to the east of San Francisco Bay, The Tri-Valley is comprised of five main communities: Pleasanton, Livermore, Dublin, San Ramon, and Danville. Combining the best of Napa Valley and Silicon Valley but without the accompanying downsides, the area is a premier wine and golf destination that offers fine dining and boutique shopping in an historic downtown setting.

“The brand analysis indicates that the Tri-Valley is the real deal,” said Swartz. “It’s just as luxurious, but more affordable; just as elegant, but more casual. It gives visitors a taste of the good life but with greater authenticity and unspoiled vintage charm.”

Amy Blaschka concurs: “We’re not so big that we’ve become pretentious or abandoned our traditions. We’re proud that the Tri-Valley is welcoming and accessible. We’ve always resisted over-commercialization and cherished our main street values. In fact, you can still get a personal pour from the actual winemaker.”

For such a vital and thriving business hub, the Tri-Valley is refreshingly informal and relaxed. “The region doesn’t take itself too seriously and is willing to reveal the unvarnished truth,” said Swartz. “Although its style is prototypically upscale Californian, the analysis suggests that the Tri-Valley is modest and down to earth. You won’t find yourself being treated like a tourist or an outsider.”

“Our roots are showing and we’re thrilled to tell the world who we really are,” said Blaschka. “We can deliver a personalized and satisfying experience to all of our visitors whether they’re on a weekend getaway or weekday retreat. Here, the amenities are priceless, the scenery flawless, and the traditions timeless – making the Tri-Valley experience truly authentic.”

A division of The Byline Group™, Great Destinotions is a leading community branding agency and destination marketer that creates branding, advertising, and promotional campaigns for places, products, and organizations. Its clients have included the Alabama Housing Finance Authority, American Express, Apple Computer, CMP Media, FedEx, Longview Partnership, and Wells Fargo.

TM – a trademark of The Byline Group


Contacts:

Eric Swartz, Great Destinotions
650-573-9009
eric@greatdestinotions.com

Amy Blaschka, Tri-Valley CVB
888-874-9253
amy@trivalleycvb.com.

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