A $100,000 marketing campaign is aiming to rebrand a stretch of Jamaica, Queens with a new nickname “DJQ” ahead of a rezoning project that is expected to transform the area.

The Downtown Jamaica Partnership is leading this rebranding effort to bring awareness to the neighborhood and showcase the diverse offerings it has for both residents and visitors. With the new nickname “DJQ” representing Downtown Jamaica, Queens, the initiative aims to create a more identifiable brand for the area.

The city’s Planning Commission is set to vote on a massive Jamaica Area Rezoning Plan that will introduce up to 12,000 new homes, of which 4,000 will be affordable, and create around 7,000 new jobs in various sectors. In addition to zoning changes, the plan includes strategic investments in infrastructure, transit access, and open spaces.

The rebranding campaign also focuses on advocating for small businesses, enhancing public safety, and hosting family-friendly events to attract more visitors to the area. The goal is to transform Jamaica from a pass-through location to a vibrant destination within New York City.

As the neighborhood undergoes significant changes and experiences a population boom, there is a growing demand for new businesses, eateries, and nightlife options in the area. The rebranding effort aims to address these needs and create a more dynamic and appealing environment for both residents and tourists.

The initiative also includes plans for public safety ambassadors to monitor the corridor and address quality-of-life concerns. By engaging with the community and implementing targeted solutions, the Downtown Jamaica Partnership hopes to create a more inclusive and welcoming environment for all visitors.

Overall, the rebranding of Downtown Jamaica, Queens is a step towards revitalizing the neighborhood, attracting new businesses, and enhancing the overall quality of life for residents. With the support of the community and strategic investments, DJQ is poised to become a thriving destination within New York City.