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Fresno Beehive

Are these videos looking to rebrand Fresno County?

The Fresno/Clovis Convention and Visitors Bureau got some good play out of its “Realize Fresno County” video, which was released last month as part of a larger campaign to “inspire a closer look at who we are. Not just as a community but as a culture.” The video certainly serves its purpose as a promo highlight-reel. It beautifully hits all the big notes for the area – the silhouetted downtown Fresno skyline, the vast Yosemite vistas and rolling ag lands.

More than that though, the video paints Fresno as … well, young and hip.

There’s footage of Fashawn rockin’ to a baseball field full of fans at Grizzly Fest and shots of at least one EDM party. The flag-waving Fire Squad Fresno gets as much play (maybe more) than the Red Wave, which says something about the cultural shift in the city.

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In all, this is a markedly different video from one the bureau put out in 2009.

And it’s not the only video recently that portrays a younger, hipper Fresno. The same tone and messaging runs throughout the video Downtown Fresno Partnership did for this year’s State of Downtown event. Top Hand Media’s FAX bus promo makes Fresno’s public transit seem totally metropolitan – the woman in scrubs commuting to work, the old pals hanging out at a beer garden – and has an urban love story subplot to boot.

It’s slightly less obvious in Chevron’s “Keepin’ Fresno Doin’” ad. The commercial mostly focuses on area’s agricultural heritage, but does it with young faces and that “FresYes!” slogan and a quick nod to downtown Fresno and the growing craft-beer scene. Look for Tioga Sequoia Brewing Company’s Mike Cruz around the 20-second mark. He’s just before Parker.

Joshua Tehee: 559-441-6479, @joshuatehee

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