‘Build it in Pasadena’ Tech Marketing Campaign Seen By More Than One Million

The City’s Economic Developmet Department will report notable success connecting with the public with its recently launched technology-focused marketing campaign aimed at attracting innovative companies to the area. The “Build it in Pasadena” initiative, which debuted in February, presents the Southern California city as a premier destination for deep tech enterprises.

According to information that will be presented at Tuesday’s Economic Development and Technology (EDTech) Committee meeting, the campaign positions Pasadena as “the city of futures, not fads.” The strategic branding effort specifically targets companies in biotech, artificial intelligence, robotics, and quantum technologies.

The marketing initiative was developed by Echo Factory, a local marketing firm contracted by the city in June 2024. Campaign messaging emphasizes Pasadena as a location “for companies investing in solving big technological and scientific challenges” rather than developing what it characterizes as “distracting tech.”

Preliminary performance data suggests the campaign has made a substantial impact since its February 19 launch. City officials report it has generated over one million impressions through digital out-of-home advertising displayed at strategic locations throughout Southern California.

These advertising placements include Los Angeles International Airport, Hollywood Burbank Airport, and several technology corridors in Downtown Los Angeles, El Segundo, and Irvine. The campaign has driven approximately 1,700 clicks to the city’s Economic Development landing page in its initial weeks.

The tech marketing push aligns with Pasadena’s broader Economic Development Strategic Plan, a comprehensive framework that prioritizes robust communication and marketing specifically focused on life sciences and “deep tech” sectors as areas for growth.

During the upcoming EDTech Committee meeting, members will receive updates on ongoing campaign coordination efforts. Officials will also discuss plans to utilize city-owned assets like buses and bus shelters as additional advertising opportunities to extend the campaign’s reach.

The EDTech Committee meets on Tuesday, March 18, in the City Council Chamber at Hall. The public meeting begins at 5 p.m., with public comment periods available for matters not on the agenda.