SEATTLE -- Metronatural.

That's the new tagline for an advertising campaign by the Seattle Convention and Visitors Bureau.

The bureau says the "brand concept was designed to highlight Seattle's rare and uniquely marketable combination of urban and outdoor experiences."

The slogan was developed over a year at a cost of $200,000.

The bureau says it expects its 1,000-member businesses to incorporate "metronatural" into their advertising, Web sites, brochures and public relations.

Seattle's old slogan was Sea@L. The city had more than 9 million visitors last year, and the bureau hopes to attract more conventions, cruise ship visitors and other travelers.