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The first phase of the initiative, unveiled in September 2007, was a series of circular car magnets featuring six adjectives on brightly colored backgrounds. The words — '''heroic''', '''genuine''', '''beautiful''', '''innovative''', '''spirited''' and '''glorious''' — were chosen "to capture the essense of the city."<ref name="newplan">"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>
The words will also be used in banners placed around [[downtown Pensacola]] and on other merchandise available from the Chamber. A series of filmed ads will also be created.<ref>"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>
==Reaction==
