City's initiative positions Pasadena as destination for 'futures not fads' in technology sector.
The City’s Economic Development 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.” More information on the campaign.