Meet the 'Texas Forest Country'

In a rebranding effort apparently intended to catch a ride on the Hill Country gravy train, deep East Texas — formerly known as the Piney Woods — is now calling itself the Texas Forest Country. The name change comes after months of studies, surveys and brainstorming, and it's totally a marketing thing:

"We think of the (Texas) Hill Country, it comes with this aura," explained Jane Ainsworth, whose Ainsworth/Alvis marketing company developed the moniker as part of a strategy to sell East Texas, particularly to the older-than-65 set looking for an alternative to golf course and beach communities as a retirement destination.

"It's a positive identifier," said Jim Wehmeier, director of economic development for the city of Lufkin.

Marketing experts told the Chronicle that the name change may not have much of an impact regionally, but it could make an impact outside Texas, where the name "Piney Woods" might seem folksy and old-fashioned (much like the region can be). Plus, there's that association — whether real or not — with the Hill Country, which everyone likes. "When you say 'Forest Country,' you're positioning it like the Hill Country, which has a positive image," Betsy Gelb, a marketing professor at UH, said. "It makes sense to me."

The Pineywoods Economic Partnership (which, incidentally, won't be changing its name) expects to spend $300,000 over the next three years on the branding campaign, beginning with a website, www.texasforestcountry.com, and billboards that will go up next week.