The Old Pasadena Business Improvement District has a long history of “no” ad budget, but Old Pasadena itself has quite an enviable history. We brought it from a virtual slum to one of Southern California’s premiere business districts. We marketed this new image with events that appealed to local residents, visitors from nearby cities and towns, and, every New Year’s Day, from other states and countries in town for the Tournament of Roses. We used that sense of fun in our logos, ads and especially our social media suite to reinforce that appeal.
The Old Pasadena Business Improvement District has a long history of “no” ad budget, but Old Pasadena itself has quite an enviable history. We brought it from a virtual slum to one of Southern California’s premiere business districts. We marketed this new image with events that appealed to local residents, visitors from nearby cities and towns, and, every New Year’s Day, from other states and countries in town for the Tournament of Roses. We used that sense of fun in our logos, ads and especially our social media suite to reinforce that appeal.
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