Look what the ad man* has come up with for Toulouse: sotoulouse.com
I especially like that asterisk. Asterisks are all over the place, aren't they? - they look like stars, like the sun, like something stretching out from the centre and influencing all sorts of other things, like something a bit exciting, but also cute...
But, here it is also just a standard asterisk - with that very small and lonely vertical "Tellement", explaining to any puzzled non-English speaker what "So" means!
Then again, someone pointed out that "so" isn't an ideal word. There is so, as in "so, what's so good about that?". The asterisk would then be *et... alors?
*L.A.Solution - "Marketing territorial" - that's another French "ing"-word - marketing.