By Hector Gonzalez
Special to The Lookout

March 7, 2016--A media company with links to publishing, video production, event organizing and promotion will lead a $500,000 public relations campaign tied to the May launch of the Expo Light Rail Line in Santa Monica.

GOOD Worldwide Inc., founded in 2006 in Los Angeles with offices in New York and Seattle, is under the gun to create by April 4 a complete “over-arching” campaign strategy for the Expo's scheduled May 20 arrival, including coming up with a single “unifying tag line that could be used on all outreach materials,” said a staff report approved by City Council members this past week.

The company will use a broad array of methods, including websites, ads, targeted marketing, brochures, social media, to get the word out about riding the trains, getting to and from stations, safety, departure and arrival schedules, and launch and opening day events, said a staff report.

The contract also calls on the company to develop and oversee all written copy, graphic designs, and the production of “all the communication materials and promotion and advertising” tied to the Expo's launch in the City.

The firm will receive $500,000 for one year of services, plus a one-year renewal option of $250,000, for a total not to exceed $750,000 for two years, said staff.

Expo Light Rail trains will start rolling into the Beach City on Friday, May 20, culminating a $1.5 billion county transit project and representing “a significant and long-term investment in public transit, city-wide and regional mobility, and sustainability,” said staff.

“The arrival of Expo to Santa Monica is the catalyst to forge a new model of mobility for the community,” said staff. “To maximize public awareness about Expo, staff recommends securing a contract with GOOD Worldwide Inc.”

GOOD Worldwide, which publishes GOOD Magazine, also specializes in branding and image-making, according to the company's website.

“GOOD also has an agency where we work with brands, nonprofit and foundations to imagine bold opportunities that align goals with social impact,” said the website.

Staff recommended the firm from among nine others that bid on the contract.

“GOOD Worldwide Inc. is experienced in campaign development including strategy, messaging and design, market research, grassroots and digital marketing, and metrics and reporting,” said the staff report. “Reference checks indicate the firm is a strong partner, highly creative, and has expertise with social impact marketing programs.”