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Fortune
Fortune
Richard Torrenzano

Can I sell you the Golden Gate Bridge? How San Francisco’s savvy business leaders are betting on ineffective advertising to save the city’s reputation

(Credit: Justin Sullivan - Getty Images)

San Francisco, the city by the bay, has seen better days. While the iconic Golden Gate Bridge might be alluring, it is not for sale–at least not yet.

In an effort to revitalize San Fransisco’s dwindling image, a group of astute business leaders bought a bridge by embarking on a meek $4 million advertising campaign in a bid to preserve the city’s once-gleaming portrait.

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