During Tuesday's City Council meeting, the council received an update on the ongoing rebrand to market Waco as a destination city.
Madden Media, a tourism marketing agency contracted by the city, shared branding progress with hopes to launch a new branded campaign by the end of the year.
Senior Account Director Emilie Harris said the project's main goal is to define the city's tourism identity.
"You see various tourism places, 'Visit Fort Worth' or 'Visit Dallas'. A lot of them have that call to action to do something - to visit or destination," she said. "So part of this process will be really identifying who are we as a tourism community?"
The city has also been designated as a "Tourism Friendly Community" by the state of Texas.
