visit pasadena

The Concept

The 2026 Visitor Inspiration Guide was 100% redesigned, featuring all new content: A styled cover image shot at the base of the Colorado Street Bridge, coinciding with the historic Route 66’s centennial year celebration; editorial features written by seven local writers; a 22-page culinary feature featuring new photography; and a custom illustrated map. This new magazine arrived just in time for the 2026 Rose Bowl Parade and festivities!

The Numbers

Meeting individually with over 65 local businesses, and sharing our print-to-digital offerings, yielded a 330% increase in sales performance over the previous publication.

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With a fast-approaching deadline ahead of the Rose Parade and Rose Bowl Game, it was critical that the magazine be in hand before January 1 to welcome the hundreds of thousands of visitors who come to Pasadena for our iconic New Year’s festivities. Wanderlust not only met the deadline, but they also elevated the publication with editorial and production quality.

- Christine susa | director of marketing & communications, visit pasadena

native advertising

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editorial

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