One Valley, United Voices
52 Million Tourists are expected to travel to Los Angeles in 2024. How many will visit the San Gabriel Valley?
Voices of the SGV is a branded Radio & Video campaign highlighting the San Gabriel Valley’s eclectic businesses, international cuisine, world-class education opportunities, and many majestic attractions. Our mission is to promote the SGV’s distinctive charm and exceptional beauty with a short song written and performed by our own community members.
52 Million Tourists are expected to travel to Los Angeles in 2024. How many will visit the San Gabriel Valley?
MISSION
Clean Mobility
A-E-L Lines | aka Gold line
This area is uniquely positioned to promote clean and sustainable commuting options. Formerly the Goldline now the A-E-L lines, offers residents and visitors a convenient and eco-friendly alternative to driving. This not only reduces traffic congestion and lowers carbon emissions but also makes the area more accessible to a broader audience, encouraging more people to visit and support local businesses.
Bicycle Friendly
The SGV is also expanding bicycle-friendly roads and infrastructure, encouraging cycling as a viable mode of transportation. With dedicated bike lanes, secure bike parking, and easy connections to public transit, residents and visitors can enjoy a healthier, more active lifestyle while reducing their environmental footprint.
By integrating these transportation initiatives into our brand messaging campaign, we highlight the area’s commitment to sustainability and innovation. This not only attracts environmentally conscious consumers but also sets a positive example for other communities. Supporting clean commuting options reinforces our dedication to creating a vibrant, livable, and forward-thinking community where economic development and environmental stewardship go hand in hand.
Our Aim
By launching this campaign, we aim to create a strong, cohesive regional identity for the San Gabriel Valley that highlights its unique strengths and opportunities, and build a vibrant, inclusive, and sustainable community where businesses and residents alike can thrive and prosper.
The San Gabriel Valley’s diverse business sector is the lifeblood of our local economies. It provides unique products and personalized services, fosters a sense of community, and contributes to the diversity and character of the neighborhood. It also attracts visitors and enhances the overall appeal of the area.
We are working with local area school district students, libraries, and senior centers to foster a sense of pride and ownership among residents. We are initiating music, poetry, and storytelling workshops to encourage community engagement and participation, further strengthening social ties and our collective well-being.
The Media Campaign
A regional “Jingle” is the cornerstone of a multi-platform messaging campaign that leads with radio, pre-roll video, outdoor billboards, and signage throughout local transit centers such as the Ontario and Burbank Airports, and LA’s Metro Lightrail stations.
Song lyrics can confront cultural differences poetically and honestly, untangle misunderstandings, and become part of popular culture.
This campaign’s fun Jingle and Video will be written and presented in English, Spanish, and Mandarin, and remind us how each culture came to live in the region, providing an entertaining learning experience. And a pivotal tool to increase cultural tourism in the region.
Why This Campaign, Why Now?
The San Gabriel Valley lives in the shadow of Los Angeles when it comes to California’s cultural tourism. This majestic region has historical and economic significance that is not being recognized or honored despite the region’s world-class hiking, gardens, and dining experiences. The SGV is one of the nation’s most ethnically diverse populations, and to preserve cultural authenticity, communities live in silos and are not united, causing fractured economic opportunities across the region’s 31 sovereign cities, and 5 unincorporated townships.
Tongvaland
Once upon a time, the San Gabriel Valley was at the center of California’s storied history, and children from nearby cities would be invited to engage in theatrical presentations and historical reenactments on-site. The impact of these living-history presentations would last their lifetime, but this tradition has long passed. We intend to reinvigorate our rich heritage for today’s children through cultural storytelling programs that will inspire and inform our next generation of historians.
This campaign is intended to unite the fractured population, bring attention to the region’s unique beauty, and position San Gabriel Valley as a center for cultural heritage preservation in California.
About Good Citizen
Good Citizen Media was founded in South Pasadena on Mission Street, one block from Hope. That’s us to the core. We’re on a mission to support those bringing hope to the world.
Good Citizen Media is a full-service brand media and marketing agency founded in 2015 to integrate development and marketing efforts and unify messaging and storytelling. We are award-winning strategic storytellers: writers, photographers, filmmakers, animators, illustrators, and designers.
Voices of the SGV will give San Gabriel Valley the visibility and pride it deserves. This dynamic campaign will spark attention from neighboring residents and stimulate engagement with travelers from around the world.