This program deals with some of the key challenges that make it difficult for many Negev cities and towns to appear attractive to existing residents and potential new residents. The purpose of this program is to help these cities formulate a model that offers an increased quality of life for its residents.
Every year a new municipality in the Negev is chosen (Arad and Ofakim have already taken part in the program). The long and thorough process, with large-scale resident participation, maps the municipality's relative advantages and selects one significant positive feature.
This feature then becomes the base for a unified marketing strategy, which includes promotional activities and marketing events aimed at new residents. The branding process is complimented by a parallel process that includes the construction of specific public buildings, which the municipality is lacking, and responding to the needs of residents, that had been formulated in advance.