• Copywriting
  • Strategy
  • Visual Identity

Supporting the recent $10 million renovation across six iconic hotels, the City of Pasadena wanted a two-part advertising campaign to drive revenue, awareness, and excitement with around both business and leisure travel.

Marketing is no longer about the stuff that you make, but about the stories you tell.

Seth Godin American Author & Entrepreneur
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Intersection of Fun and Factual

By uncovering the rich architecture and discovering what makes Pasadena so diverse, historical, and unique, Clever developed a fresh campaign that reframed the way visitors could explore and enjoy the city.

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Stop and Smell the Roses

Going beyond the rose, we heroed the City of Pasadena’s signature red in a fresh way that didn’t overpower and drown out the messaging and creative. Intriguing and dynamic type was carefully laid out to inform viewers of the city’s unbelievable offerings, encouraging them to explore and engage with the City of Pasadena in a whole new way.

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Updated and Exceptional

Excited with their new look and feel, tagline, and the success of the print ads, PCOC went on to do multiple double spreads with the work we created for them.