Trying to Turn a Bronx Cheer into a cheer for The Bronx

The New York Times (Tuesday, June 27, Metro Section) reports about an effort being made to boost the image of the Borough of the Bronx. The marketing effort includes radio spots, newspaper ads and billboards along roads from Washington to Boston.

According to the Times article, the primary goal is not to attract tourists, though visitors certainly would not be turned away, officials said, but to change the business community's negative perception of the Bronx — a borough whose longtime unofficial slogan, "Only the strong survive," is not exactly conducive to incubating business.

The idea for the ad campaign, said the Times, was prompted by a study conducted by Fordham University graduate students that found a well of negative perceptions about the borough among business executives. Among the students' recommendations was marketing the Bronx in hopes of changing such views.

For more see:
http://www.nytimes.com/2006/06/27/nyregion/27bronx.html