For those of you who remained semi-conscious during the long Winter break, today’s assignment should be of interest. In fact, it may be the most challenging assignment of the entire semester, so pay attention: you’re the head of a large advertising or public relations agency. The City of Detroit’s travel & tourism bureau has just contacted you, asking for a comprehensive program to rehabilitate the Motor City’s horrific image. As you hopefully know, Detroit has become synonymous with the demise of the US economy and the media have been piling on lately with lots of doom and gloom articles.
So, you’re running the average large ad or PR agency and have lots of off-the-shelf solutions to offer. Which ones do you suggest? Yes, Ms. Rousseau."
Rousseau: "It’s actually Mr. Rousseau, Professor Rep. I underwent a transgender operation over the holidays."
Prof: "Way too much info, but please proceed Mr. Rousseau."
Rousseau: "I’d opt for the tried and true name change recommendation a la Philip Morris becoming Altria in order to distance itself from killing so many people with its cigarettes."
Prof: "Go on."
Rousseau: "So, I’m thinking we give the city a new, more positive name without losing the core identity. How about ‘Uptroit,? Or ‘Newtroit"? Or, how about being counterintuitive and renaming the city ‘Jobtroit’?