Launch a public storytelling competition with a film that shows what a good story about the city looks like, and makes people want to tell their own.
A narrator in the old town, a football on a dusty pitch, a girl at her mirror, a slide carousel of family photographs, then the skyline today. Nostalgic without the sepia, and cut to a clear call to enter.
Tell us the objective. We come back with a treatment, not a price list.