TUCSON, Ariz. (AP) -- The University of Arizona is bearing down on a new campaign to brand itself as the school with boundless possibilities.The Arizona Daily Star reports that the university has embarked on a rebranding strategy this year using buzzwords such as "boundless" and "beyond" to woo prospective students and donors.School officials say the rebranding is part of a plan to distinguish the UA from other schools.They say the "boundless" theme conveys the school as a place where change can happen.The school's new promotional tagline, "Bigger Questions. Better Answers. Bear Down," has popped up on billboards and bus ads throughout Tucson.The school's campaign materials are also targeting Phoenix and Maricopa County, where thousands of UA alumni live.---Information from: Arizona Daily Star, http://www.azstarnet.com© 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.