Embark upon a city-wide, citizen inclusive campaign to develop a universal, marketable identity for the city of Washington.
Using input from every walk of life in Washington DC, we need to agree upon and articulate an internationally recognizable identity for the city of Washington. We need to have something OTHER THAN THE FEDERAL GOVERNMENT that all citizens of the City of DC can galvanize behind and be proud of. To accomplish this, I envision a campaign in four multi-year phases; Phase 1: Discovery Phase (Via a series of focus groups and other inclusive means, Identify a brand-able identity, and then use multi-media to socialize regionally); Phase 2: Market the brand domestically (Use multi-media to market the brand nationally to fuel economic development, tourism and encourage migration of new residents); Phase 3: Market the brand internationally (Use multi-media to market the brand internationally to fuel economic development, tourism and encourage migration of new residents).
We need to generate a round-the-world sense of excitement about Washington DC by showcasing our regional and international diversity and all of the great things that this city has to offer.