Truly Awesome Towns Don’t Refer To Their Awesomeness By Name

Valencia, CA is Awesometown.
According to Los Angeles Times, Newhall Land Development has used a variety of marketing slogans over the years to sell homes and recruit new residents to Valencia, its master-planned community in the city of Santa Clarita.
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But none grabbed the public’s attention quite like “Awesometown.” Witness, Who the fuck decided that Valencia, CA was Awesometown?, a Facebook page with over 4000 detractors.
Newhall Land spokeswoman Marlee Lauffer said the company’s ad agency asked dozens of residents what they liked about living in Valencia, and the answers — “awesome schools, awesome walking paths, awesome town center” — inspired the campaign. She doesn’t mind the opposition to it.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.