WASHINGTON: Prince George's County, one of the Maryland suburbs
surrounding Washington, DC, is working with Qorvis Communications in a
bid to improve its lackluster image.
The county, wedged between Montgomery County and the Potomac River, has
long lived in the shadow of other, more affluent DC suburbs - in
particular, Montgomery County, and Fairfax County, VA.
Although it is the home of Andrews Air Force Base and a number of other
federal facilities, Prince George's County has lagged behind other
close-in areas in terms of urbanization and image - in part because the
county has been plagued for years by problems involving school
desegregation and charges of police abuse.
County executive Wayne K. Curry hired Qorvis following a competitive bid
process to help reshape the county's ugly duckling image. The
objective of the Qorvis campaign is to attract new businesses,
especially up-scale builders and retail stores.
One element of the image upgrade involves production of a videotape
detailing the county's successes. Elements from the video may form the
basis of radio and television ads, Curry said.
One member of the Qorvis team working on the account is Judy Smith, who
served as Monica Lewinsky's press spokesperson during her 15 minutes of
fame. 'We are here to enhance the county's image and in the process help
drive economic development,' she said.