2014 CPS Conference Event Program

EVENT PROGRAM November 6, 2014 Ronald Reagan Building and International Trade Center Washington, D.C.

Collaborating Partner

TO OUR SPONSORS THANK YOU

For making this year’s event such a success.

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INTRODUCTION Country Promotion Strategies:

Staying Ahead of the Curve Washington, D.C., doesn’t stay still — and it can be hard to keep up. That’s why the task for foreign governments is two-fold: They need to learn ways to penetrate the political machinery that drives the nation’s capital, but they must also stay on top of the constantly changing gears of U.S. policy.

And that’s what the Country Promotion Strategies (CPS) Conference was designed to do. In addition to offering expert advice on navigating Congress and the administration, this year’s CPS Conference offers a breakdown of the 2014 midterm election — just two days after the vote — to help foreign governments understand what to expect with the new U.S. Congress and how the direction of American foreign policy and its domestic politics will affect their respective nations.

The Washington Diplomat established the CPS Conference in 2012 to help countries promote themselves in the United States and navigate the labyrinth of government agencies, private businesses, media outlets and other players that make this city tick.

The popular annual event — which in past years has attracted nearly two dozen ambassadors, along with over 200 diplomats representing some 60 nations — offers insider advice on the administration, Congress, economic development, public relations and lobbying, crisis management and communications, digital diplomacy, social media, tourism and much more.

Highlights of this year’s event are Virginia Gov. Terry McAuliffe discussing the importance of global business to U.S. states, and former Sen. Richard Lugar and Rep. Connie Mack offering their perspectives on the changing political landscape in Washington, and the polarization that has gripped it in recent years. They join a long line of esteemed speakers who have helped to shed light on the inner workings of the Beltway for the diplomatic community.

We’re also proud to be partnering once again with the Meridian International Center, a prestigious nonpartisan institution that promotes global leadership and international understanding through professional exchange, education and arts programs.

The Washington Diplomat itself has been serving the international community for 20 years. In that time, we have strived to be a respected source of diplomatic news that helps the community keep up with the world, and with Washington.

To that end, we created the CPS Conference so that diplomats can stay ahead of the political and economic curve and play ball in the center of American power.

— The Washington Diplomat

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MENU LUNCH Bread Service Freshly Baked Bread and Butter

STARTER Arugula and Manchego Cheese with Red Apples, Dates and Walnuts, Black Olive Vinaigrette

Entree Grilled Shrimp and Medallion of Beef Tenderloin, Purple Mashed Potatoes, Corn and Yellow Beans, Shallot Merlot Sauce

Dessert Virginia Red Delicious Apple Cobbler, Oat Nut Crumble and Plombiere Ice Cream

Beverages Freshly Brewed Regular and Decaffeinated Coffees and Assorted Harney and Sons Teas

Lunch Sponsored by

Wifi Sponsored by

User name: Presenting • Password: GlobalTies

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AGENDA

8:00

Registration, Breakfast and Networking

9:00

Welcome

Victor Shiblie - Publisher of The Washington Diplomat Andrew Gelfuso - Ronald Reagan Building and

International Trade Center Ambassador Stuart Holliday - Meridian International Center

9:20

Global Economic Business for U.S. States

Virginia Gov. Terry McAuliffe

9:35 Navigating the U.S. Congress

Bradford Fitch - Congressional Management Foundation

9:55

Break and Networking

10:10

Public Relations Case Study: Embassy of Italy

10:25

Claudio Bisogniero - Italy’s ambassador to the United States

How Nations Can Attract Hotel Investment

Ted Middleton - Hilton Worldwide

10:40

Break and Networking

10:55

Music Diplomacy and other Creative PR Efforts

Andras Simonyi - Hungary’s former ambassador to the United States

11:10

PANEL DISCUSSION:

Lobbying and Public Relations

Dave Marin - Podesta Group Lanny Davis - Levick Jessica Ross - Finn Partners James Fabiani - Fabiani & Company Kevin Kelly - Van Scoyoc Associates Inc.

12:10

Break and Networking Continued on next page

All speeches and panel discussions are off the record. There will be several question-and-answer sessions.

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AGENDA Continued from previous page

12:30

Luncheon: The 2014 Elections and What to Expect in Congress

1:45

Insights into the Obama Administration for Diplomats

2:00

Debra B. Whitman - AARP Sen. Richard Lugar John Shaw - The Washington Diplomat Rep. Connie Mack

Ambassador Peter Selfridge - U.S. Chief of Protocol

PANEL DISCUSSION: Digital Diplomacy and Technology

3:00

Andreas Sandre - Embassy of Italy John Paul Farmer - Microsoft Rodolfo Pereira - Embassy of Peru Helen Seidel - Embassy of Australia Matthew Dybwad - Craft

Conclusion

All speeches and panel discussions are off the record. There will be several question-and-answer sessions.

Speaker biographies

Moderator

AmbassadoR STUArt Holliday President and CEO of the Meridian International Center

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Ambassador Stuart Holliday is president and CEO of Meridian International Center, a nonpartisan institution that strengthens global understanding through the exchange of people, ideas and culture.

Holliday also served as U.S. envoy for special political affairs at the United Nations, where he led U.S. policy on UN peacekeeping, sanctions and counterterrorism programs. Prior to that, he coordinated the State Department’s Bureau of International Information Programs and was principal deputy assistant secretary for public affairs.

He was also special assistant to the president and associate director of presidential personnel. After Sept. 11, 2001, Holliday was tasked to staff the first Office of Homeland Security at the White House.

He served as a naval intelligence officer from 1988 to 1995, and was recalled to active duty for Operation Desert Storm.

Speaker biographies

Keynote

Gov. Terry McAuliffe

Terry McAuliffe is the 72nd governor of Virginia. Since taking office in January, he has worked to grow and diversify Virginia’s economy, and encourage more U.S. and foreign businesses to locate in the Commonwealth. From 2001 to 2005, McAuliffe chaired the Democratic National Committee. He was co-chairman of President Bill Clinton’s 1996 re-election campaign and chairman of Hillary Clinton’s 2008 presidential campaign. As governor, McAuliffe has worked to improve Virginia’s transportation infrastructure and school system, while fighting cyber crime and expanding voting rights, access to health care and educational opportunities.

TOPIC: McAuliffe will discuss the benefit of global business to U.S. states and foreign countries, as well as his efforts to attract international trade and investment to Virginia.

Governor of Virginia

Sen. RICHard Lugar (R-Ind.) President of the Lugar Center

Former Sen. Richard Lugar (R-Ind.) is president of the Lugar Center, a nonprofit focusing on nuclear nonproliferation, food security and other critical issues. Lugar also recently announced the creation of the Lugar Academy at the University of Indianapolis and was recently named a professor and distinguished scholar at Indiana University’s School of Global and International Studies at Indiana University. A fifth-generation Hoosier who left office after 36 years as the longest-serving member of Congress in Indiana history, Lugar is recognized as a gifted local and state leader, as well as a respected national and international statesman.

He holds 46 honorary degrees from colleges and universities in 15 states and the District of Columbia.

TOPIC: Lugar will discuss the results of the 2014 midterm elections in the Senate and their impact on U.S. foreign policy.

Rep. Connie Mack (R-Fla.)

Former Rep. Connie Mack IV (R-Fla.) is an executive vice-president at Levick, a PR crisis lobbying firm. Previously, he was CEO and founder of Liberty International Group, where his clients included the Central Bank of Sri Lanka, Puerto Rico’s Doral Bank, the government of Hungary and the International Conservation Caucus Foundation. In 2013, he founded Mack Strategies, whose clients included American Task Force Argentina and Las Vegas Sands Corp. As a four-term representative of Florida’s 14th Congressional District, Mack chaired the House’s Subcommittee on the Western Hemisphere. In that capacity, he led fact-finding delegations to Colombia (2011 and 2012), Panama (2011), Mexico (2011) and Trinidad & Tobago (2009). Mack also sat on two other committees: Transportation and Infrastructure, and Budget, Oversight and Government Reform.

Executive Vice-President at LEVICK

TOPIC: Mack will discuss the results of the 2014 midterm elections in the House and their impact on U.S. foreign policy.

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Speaker biographies Ambassador Peter Selfridge is chief of the Office of Protocol of the United States, and his mission is to advance the Obama administration’s foreign policy. Selfridge’s career spans more than two decades of service in the public, private and nonprofit sectors.

Most recently, he was deputy assistant to the president and director of advance and operations at the White House. In 2009, he held the positions of special assistant to the president and deputy director of advance and, prior to that, director of advance for the vice president.

AmbassadoR PEter Selfridge

TOPIC: Selfridge will offer his insights into the Obama administration for diplomats, and explain how the Office of Protocol works to foster successful diplomacy.

U.S. Chief of Protocol

Claudio Bisogniero became Italy’s ambassador to the United States in January, returning to Washington after having served as first counselor for economic and commercial affairs at the Italian Embassy from 1992 to 1996, with a special focus on financial issues and relations with the World Bank/IMF, think tanks and the defense industry.

More recently, Bisogniero was deputy secretary-general of NATO (2007-11) and director-general for the Americas at the Italian Ministry of Foreign Affairs (2005-07).

AmbassaDOR Claudio Bisogniero

TOPIC: Bisogniero will talk about embassy public relations campaigns, offering a case study on the Italian Embassy’s successful PR outreach.

Ambassador of Italy to the United States

Lanny J. Davis is a lawyer, crisis manager, lobbyist, communications consultant, author and TV commentator. One of the nation’s most soughtafter legal crisis managers, he provides strategic counsel to Levick clients under scrutiny on crisis management and legal issues by combining legal, media and political strategies. A lawyer and communicator with decades of experience, Davis was former White House special counsel to President Clinton. He’s done political and legal analysis for MSNBC, CNN, CNBC and network TV news programs, and has written numerous op-ed pieces.

Lanny J. Davis Former White House Special Counsel

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TOPIC: Davis will discuss as a case study his representation of Honduras following the ouster of the country’s president, Manuel Zelaya, in 2009, and encouragement of a bipartisan U.S. policy that allowed Washington to recognize the results of the Honduran presidential elections later that year.

Speaker biographies Matthew Dybwad heads up the digital practice at Craft, leading a team of designers, developers and communicators who specialize in email marketing, advocacy, fundraising, SEO and other digital issues.

Dybwad has designed and built websites for a number of politicians including Arnold Schwarzenegger, Mitch McConnell, Chuck Grassley and John Boehner as well as organizations like the Republican National Committee, Americans for Prosperity and the Heritage Foundation.

TOPIC: Dybwad discusses how digital technology makes it easier than

Matthew Dybwad

ever to reach constituents using consumer, behavioral and voting data.

Partner at CRAFT Media/Digital

Jim Fabiani was chairman and CEO of Cassidy & Associates, the country’s largest government relations firm, prior to founding Fabiani & Company. Fabiani joined the company as one of its initial three employees. During his tenure, Cassidy & Associates grew to over 300 employees and more than $60 million in annual revenues. Fabiani previously served as Republican staff director of the House of Representatives Appropriations Subcommittee. He is a graduate of Harvard University and Andover Phillips Academy.

James Fabiani Founder of Fabiani & Company

TOPIC: Fabiani will discuss how he helped nearly a dozen countries position themselves in front of the U.S. government and international organizations in Washington and New York.

John Paul Farmer is director of Microsoft’s Technology & Civic Innovation group, based in New York. In this role, he engages governments, companies, nonprofit groups, academic institutions, startups and civic hackers so that they can do more good together than they could apart.

Previously, Farmer served as senior advisor for innovation in the White House Office of Science and Technology Policy. Under President Obama, he co-founded and led the Presidential Innovation Fellows program, which attracts top private-sector innovators and entrepreneurs for focused tours of duty in government. He also served in the administration as senior advisor for health-care reform.

John PauL Farmer Microsoft Director of Technology and Civic Innovation

TOPIC: Farmer will discuss the Affordable Care Act’s three broad goals: lowering cost, improving quality and broadening access. Technology plays an increasingly crucial role in the health-care system; from public sector initiatives such as Blue Button to private-sector efforts including the burgeoning wearables market, technological innovations play big roles in helping the law achieve its aims.

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Speaker biographies

Bradford Fitch President and CEO of the Congressional Management Foundation

Andrew Gelfuso

Bradford Fitch, president and CEO of the Congressional Management Foundation, is a former radio and TV reporter who worked on Capitol Hill for 13 years as press secretary, legislative director and chief of staff. From 2001 to 2005, he served as deputy director of CMF, leaving in 2006 to form a new company, Knowlegis. That company is now a part of CQ-Roll Call, where Fitch served as a vice-president until 2010, when he returned to CMF. Fitch is author of both the “Citizen’s Handbook to Influencing Elected Officials, Media Relations Handbook for Agencies, Associations, Nonprofits and Congress,” and “Best Practices in Online Advocacy for Associations, Nonprofits and Corporations.”

TOPIC: Fitch will share his insights on navigating Congress and how to reach out to legislators and their staffs.

Andrew Gelfuso is director of the Office for Trade Promotion (OTP), the programming arm of the International Trade Center that focuses on facilitating international trade opportunities for small and mediumsized business. Before joining OTP, Gelfuso held several positions at the Commerce Department’s International Trade Administration (ITA). Most recently, he served as Asia/Pacific regional manager at the U.S. Advocacy Center, where he collaborated with the Commerce Department, the State Department, the U.S. Trade Representative, the White House and U.S. embassies overseas to ensure transparency on tenders and mitigate foreign government intervention. During his tenure, the Advocacy Center completed $35 billion in transactions in the Asia/Pacific region.

Director of the Office for Trade Promotion (OTP)

KEVIN KELLY is vice president of Van Scoyoc Associates Inc. and chief operating officer and managing partner of Van Scoyoc Kelly & Roberts, a D.C. law firm. Kelly spent 11 years on the staff of Sen. Barbara Mikulski (D-Maryland), where he was chief clerk and majority staff director for the Veterans Administration, Housing and Urban Development, and Independent Agencies subcommittees. Kelly ended his tenure with Mikulski as her chief counsel and floor assistant when she was secretary of the Democratic Conference in the Senate Democratic Leadership.

Kelly has a law degree from Georgetown University and a bachelor’s degree from Ohio’s Borromeo College Seminary.

KEVIN KELLY Vice President of Van Scoyoc Associates Inc.

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TOPIC: Kelly will speak about foreign governments’ interactions with Congress given potential shifts in Senate leadership, and how this might affect the remainder of the Obama administration and its conduct of foreign policy. Also: the possible return of the sequester in fiscal 2015 and its likely impact on foreign aid and State Department programs.

Speaker biographies

David Marin Principal with the Podesta Group

David Marin, a principal with the Podesta Group, uses his vast experience and proven record on Capitol Hill to steer clients through communications and legislative strategies. Among other accomplishments, Marin achieved a dramatic increase in participation, revenues and congressional support for the Susan G. Komen Global Race for the Cure. From 2005 to 2007, Marin was staff director for the House Oversight and Government Reform Committee. Earlier in his career, he served as chief aide, legislative director, press secretary and speechwriter for former Rep. Tom Davis (R-Va.). Before working on Capitol Hill, Marin was political editor at The Connection newspapers in Northern Virginia and political reporter for The Journal newspapers in Rockville, Md.

TOPIC: Marin will discuss the profound paradigm shift influencing public policy in Washington, including the end of earmarks and a congressional map that causes most members of Congress to fear primaries over general elections. He’ll also explain how to utilize data to understand, in real time, who’s driving the conversation and who’s influencing whom.

Ted Middleton is senior vice president of development for Latin America and Hilton Grand Vacations at Hilton Worldwide. As such, he oversees growth of Hilton’s family of managed and franchised hotels in Latin America. He also assists Hilton Grand Vacations Co. with timeshare development. Prior to joining Hilton, Middleton served as senior vice-president of acquisitions and finance for Host Marriott Corp. He joined Marriott in 1986 as director of feasibility and market planning, later serving as regional vice-president of development for Residence Inns.

Ted Middleton Senior Vice President of Development for Latin America and Hilton Grand Vacation at Hilton Worldwide

TOPIC: Middleton will offer strategies and advice on how foreign governments can attract hotel investment to their nations.

Rodolfo Pereira is head of the digital diplomacy department at the Embassy of Peru in Washington. Pereira, who’s worked as a writer, journalist and filmmaker, was previously press secretary to President Alejandro Toledo.

TOPIC: Pereira will discuss digital diplomacy and nation-branding, including how social media tools can advance foreign-affairs issues and promote country branding strategies from a Latin American perspective.

Rodolfo Pereira Head of the Peruvian Embassy Digital Diplomacy Department

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Speaker biographies Jessica Ross is the managing partner of Finn Partners’ Washington office. Ross brings more than 25 years of experience blending political, public affairs and PR experience into winning communications strategies for clients including the governments of Jamaica, Mexico and the Netherlands. Ross, who provides strategic counsel to clients with a special focus on public affairs, began her Capitol Hill career as a congressional aide, and has a master’s degree in legislative affairs from George Washington University.

Jessica Ross

TOPIC: Ross will talk about how foreign countries can reach key audiences in Washington in a world of hyperconnectivity.

Managing partner of Finn Partners’ Washington office

Andreas Sandre is press and public affairs officer at the Italian Embassy in Washington. The author of Twitter for Diplomats (2013), he’s currently working on a book about digital diplomacy and innovation in foreign policy. Previously, Sandre was public affairs officer at Italy’s United Nations mission in New York. He’s contributed articles to many publications including the Huffington Post, the London School of Economics’ Global Policy and BigThink.

TOPIC: Digital diplomacy is more than Twitter and Facebook.

Andreas Sandre

Certainly social media tools are its most visible instruments, but not the only ones. Sandre will examine how to embrace innovation and make digital diplomacy a key component of your country’s foreign policy process.

Press and Public Affairs Officer at the Italian Embassy in Washington

Helen Seidel has been counselor for public affairs at the Australian Embassy in Washington since April 2012. Before coming here, she directed the Counter-Terrorism Cooperation Section of Australia’s Department of Foreign Affairs and Trade (DFAT) in Canberra. She also served as director of DFAT’s Afghanistan International and Special Envoy Section, and was previously posted to Kuala Lumpur and Berlin.

Seidel will examine today’s era of almost infinite media choices, where new technologies engage and link a global audience in an instant, and where practicing public diplomacy can be an unprecedented challenge.

Helen Seidel Australian Embassy Public Affairs Counselor

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TOPIC: Seidel will discuss how to break through the busy U.S. media environment with clear, compelling news and views from a far-flung ally like Australia, using social media that encourages direct interactions with the American public.

Speaker biographies

John Shaw Journalist and Contributing Writer for The Washington Diplomat

John Shaw, a native of Peoria, Ill., has been a Washington-based journalist for more than 20 years, covering Congress for Market News International, a global financial wire service. As a contributing writer for The Washington Diplomat, he’s interviewed dozens of lawmakers and diplomats and has written more than 100 profiles and book reviews. Shaw has a bachelor’s degree in political science from Knox College in Illinois and a master’s degree in history from the Australia’s University of New South Wales. Shaw is the author of four books: “Washington Diplomacy” (2002); “The Ambassador: Inside the Life of a Working Diplomat” (2006); “Richard G. Lugar, Statesman of the Senate” (2012) and “JFK in the Senate: Pathway to the Presidency” (2013). Shaw was a media fellow at Stanford University’s Hoover Institution, and a guest on PBS NewsHour and C-SPAN.

TOPIC: Shaw will offer his own post-election analysis of Congress from a journalist perspective.

András Simonyi is managing director of the Center for Transatlantic Relations at Johns Hopkins University’s School of Advanced International Studies. He has a long career in multilateral and bilateral diplomacy, NGOs and the private sector, with a focus on the transatlantic relationship. Simonyi was Hungary’s first ambassador to NATO, serving from 1995 to 1999, and was his country’s ambassador to the United States from 2002 to 2007. Simonyi, a lifelong fan of blues and rock music, plays the electric guitar.

András Simonyi

TOPIC: Simonyi will share how he used music and other creative outlets to bring attention to his country.

Former Hungarian Ambassador to NATO and the U.S. Dr. Debra B. Whitman is executive vice president of policy, strategy and international affairs at AARP. An authority on aging issues, she leads policy development in retirement security, health care and consumer protection. Previously, Whitman served as staff director for the Senate Special Committee on Aging. She’s worked at Congressional Research Service and was a Brookings LEGIS fellow and health policy advisor to the Senate HELP Committee. Whitman began her career in the Social Security Administration’s Division of Policy Evaluation. She has doctorate and master’s degrees in economics from Syracuse University.

Debra B. Whitman

TOPIC: Whitman will share her expertise on AARP’s outreach efforts with foreign governments.

AARP Executive Vice President of Policy, Strategy and International Affairs

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Ò TELEVISION BROADCASTING The Washington Diplomat, through its partner MHz Networks, produces Global Sites — a TV show that takes viewers around the world by exploring a new country in each episode. The program is aired on MHz Worldview, a nationwide, independent, non-commercial TV channel that presents fresh, relevant, English-language content including international news, documentaries, cultural programming, dramas, films, mysteries, music and sports coverage. We can also organize custom interviews with your head of state — focusing on key issues affecting your nation’s investment, political, social and economic climate. In addition, we can put together industry-specific TV documentaries on your country; subjects can range from infrastructure development to energy.

GLOBAL SITES

GLOBAL SITES

The Washington Diplomat produces Global Sites, a TV show that takes viewers around the world by exploring a new country in each episode.

Narrated by Shirlie Randall, the series is aired nationally on MHz Worldview, MHz Networks’ national channel that brings programming to globally minded audiences throughout the United States via digital broadcast, cable, satellite and digital affiliates. MHz serves the D.C. metro area’s 4.9 million residents with 10 local broadcast TV channels that air programs from around the world in more than 20 languages.

Global Sites brings together little-known aspects of a country’s history, culture, politics and investment opportunities in an entertaining, 30-minute format.

Dramatic scenes are shot on site by our production team and blended with interviews of business, cultural and political leaders, to be broadcast to more than 40 million U.S. households through our partnership with MHz Networks. Its leading content providers include Arirang TV, Asian News International, CCTV, Deutsche Welle, Ethiopian TV, euronews, FCI, France 24, Israel Broadcasting Authority, MAC TV, NHK World TV, RT and VTV4.

MHz Worldview broadcasts in the following cities: Akron, OH Athens, OH Charlotte, NC Charlottesville, VA Chicago, IL Cleveland, OH Denver, CO Flint, MI Grand Rapids, MI

Kalamazoo, MI Lansing, MI Las Cruces, NM Las Vegas, NV Los Angeles, CA Macon, GA Minneapolis, MN Moline, IL Nashville, TN

New Orleans, LA New York, NY Orlando, FL Philadelphia, PA Plattsburgh, NY Richmond, VA Rochester, MN Salt Lake City, UT

P.O. Box 1345, Silver Spring, MD 20915 www.washdiplomat.com

Seattle, WA Spokane, WA Tacoma, WA Topeka, KS Warrensburg, MO Washington, DC Yakima, WA

THE WASHINGTON DIPLOMAT E

stablished in 1994, The Washington Diplomat is an independent monthly newspaper with more than 120,000 readers.

It is distributed to Washington’s 180+ embassies as well as all major federal government institutions, private corporations and the Foreign Service.

As the flagship newspaper of the diplomatic community, we are the only publication in Washington that is able to reach this highly targeted and lucrative market.

Each issue regularly features in-depth, exclusive interviews with foreign ambassadors as well as people of influence such as members of Congress and heads of state.

We also offer incisive news stories on the latest developments in international affairs, business, the media, diplomacy and other timely topics.

P.O. Box 1345, Silver Spring, MD 20915 USA

www.washdiplomat.com

Ă” DISTRIBUTION

The Washington Diplomat is distributed free to more than 600 locations in Washington, D.C., and the surrounding metro area including:

• All foreign embassies in Washington, D.C., totaling more than 180 missions • Capitol Hill • The White House • U.S. Department of State • International Monetary Fund (IMF) • U.S. Department of Defense The World Bank Group • The United Nations in New York • Inter-American Development Bank (IDB) Business councils • Several Fortune 500 company headquarters including Coca Cola and GE • National Institutes of Health (NIH) • Organization of American States (OAS) • Think tanks and political research organizations • Universities and colleges throughout the Washington region • Pan-American Health Organization (PAHO) • International non-proďŹ t organizations • Hotels in Washington, D.C., and the surrounding metro area • Hospitals and major medical centers across the nation

Ă” FINANCING

These projects typically are financed through a combination of public and private partnerships.

We can advise you on how to finance these projects and help bring funding and support from corporate sponsors.

THE WASHINGTON DIPLOMAT P.O. Box 1345, Silver Spring, MD 20915 USA www.washdiplomat.com 1.301.933.3552

1.301.949.0065 sales@washdiplomat.com

P.O. Box 1345 Silver Spring, MD 20915 T: 301 933 3552 F: 301 949 0065

www.washdiplomat.com