Client: San Gabriel Valley Economic Partnership Date: May 2017
Primary Objective: Bringing 31 cities together as a unified region
The San Gabriel Valley region has a number of small cities with very diverse populations and economic backgrounds; from the wealthiest to the lowest incomes. Our team had its work cut out for them from the beginning. After facilitating a series of meetings and presentations with city managers, economic and community development managers, city council member and key stakeholders, the group came to a strong consensus on how the region would be positioned and what messaging would be needed. The messaging and imagery promoted mass transportation, world class education, global events, rich history and leading technology and medical research. The campaign consisted of a communication plan and key messaging platform, regional collateral materials and an event trade show exhibit designed to be flexible enough to show at regional events and national events. The campaign launched at the International Council of Shopping Centers (ICSC) in Las Vegas, in May 2017 where hundreds of thousands of event attendees witnessed the unveiling of the regional exhibit.
The success story is that the region is untied under one brand and message and has continued to use the campaign to unite and brand the Valley as Southern California’s Golden Opportunity. The project recently took home an ADDY Award!