An example of the all-out public relations and advertising effort it takes to change a city's grungy image comes from Jersey City. Jersey City? Why yes, “Make it yours.” The New York Times details the efforts being made by a relational combine of firms to burnish Jersey City’s image around, in part, the construction of 6,000 to 18,000 new housing units in the next few years. 

“‘In 2016-ish, we should pass Newark as the largest city in the state,’ says Jersey City’s Mayor Steven M. Fulop, a former bond trader, ‘and the hope is that the new theme and logo will help ‘create that sense of place’ and cultivate perceptions of Jersey City as an ‘urban, multicultural’ city ‘with a lot of things happening there.’”