A campaign to attract visitors to Houston has undergone a makeover, shifting from celebrities to people who are celebrated locally for achievement in the arts and cuisine.

The campaign, which got under way in February, comes on the heels of a campaign with the theme “My Houston,” which has run for the last five years. The “My Houston” campaign features famous sons and daughters of the city, among them George Foreman, Beyoncé Knowles, Carl Lewis, Lyle Lovett, Jim Parsons, the rock bank ZZ Top and Chandra Wilson.

The new campaign, which carries the theme “Houston is ...,” presents groups of chefs, restaurateurs, artists, singers, dancers, museum curators, musicians, actors and designers. Each group appears in print and online ads with these headlines: “Houston is tasty,” “Houston is hip” and “Houston is inspired.”

The new effort, like its predecessor, is being created internally at the Greater Houston Convention and Visitors Bureau. And also like its predecessor, the new campaign is meant to sell the merits of visiting Houston to individual travelers as well as to planners of conventions and conferences.