Gov. Gavin Newsom is getting benched from California’s flashy new PR push.
State officials insist the $19 million “California Brand Campaign” won’t feature the governor — as the effort looks to polish the Golden State’s image.
A memo from the Governor’s Office of Business and Economic Development made it crystal clear: “the campaign will tell the California story, not the Gavin Newsom story.”
“This effort is about California’s success, not about politics,” the document stated. “The Governor is not part of these campaigns and will not be featured.”
Bids for the gig wrapped last week, with a winner expected to be announced by April 6.
The campaign is designed to woo big-money decision-makers and juice job growth — while hyping California’s “economic dominance” and swatting down what officials call “myths driven by misinformation and political rhetoric.”
State officials insist the $19 million “California Brand Campaign” won’t feature the governor. REUTERS
“This effort is about California’s success, not about politics,” the document stated. REUTERS
“This effort will re-anchor California’s brand in fact-based storytelling that clearly articulates the state’s enduring strengths and long-term value proposition to current and future employers,” the governor’s office wrote.
Ads will zero in on heavy hitters — investors, CEOs and industry groups — with officials betting the message will trickle down to everyday Americans.
“By reaching these decision-makers, the campaign is also expected to positively influence broader public perception among Californians, visitors and the national audience,” the memo stated.
State brass say they’ll have “hard data” to prove whether the nine-month blitz works.
They also pointed to similar taxpayer-funded campaigns across the country — from Michigan to Maryland — as proof this kind of spending isn’t unusual. Supporters, including Stephen Cheung of the Los Angeles Economic Development Corporation, say it’s a needed reset.
“A campaign like this is important because it helps tell the real California story — highlighting our economic strength, vibrant small business community and global leadership in industries that drive growth and opportunity.”
But Republicans aren’t buying it.
State Sen. Tony Strickland blasted the effort as “putting lipstick on a pig.”
“Californians are still facing soaring homelessness, rising crime and public safety concerns, and a high-speed rail project that has burned through billions with little to show, while critical upgrades like Next Generation 911 lag despite nearly $500 million spent,” he said in a statement. “Now, Sacramento is spending $19 million on a marketing campaign to polish the governor’s image — money that won’t change the reality Californians see every day.”