Through a self-imposed tax, downtown DC property owners wanted to upgrade and revitalize their area of the city. They chose The Ad Agency to develop a strategic marketing plan and brand identity for the area.

We also needed to inform the public of the group’s efforts and the changes that would occur. We accomplished this by staging a media event to kick off the city’s new image.

We made headlines starting with our innovative invitation—a CD containing the 1960’s hit song “Downtown.” On the day of the event, every local TV station, radio station and newspaper was present, including front page coverage in USA Today and a feature story on CNN.