(FOX40.COM) \u2014 As speculation swirls over a potential presidential run, Gavin Newsom is set to spend $19 million on a marketing campaign to clean up California\u2019s brand.<\/p>\n
The California Governor\u2019s Office of Business and Economic Development is looking for bids on the plan, according to new documents \u2014 including a request for proposal updated Wednesday. One of the public relation\u2019s campaign\u2019s top goals is to \u201cdispel myths driven by misinformation and political rhetoric.\u201d<\/p>\n
Designed to \u201cinspire trust and enthusiasm\u201d among influencers, investors, elected officials and other national and regional leaders, the proposed project is expected to include website design, digital content, videos and both earned and paid media strategies.<\/p>\n
\u201cSome look at this state and try to tear down our progress,\u201d the request for proposal states. \u201cThey attack our values and caricature our culture. They distort the data to diminish our accomplishments.\u201d<\/p>\n
The \u201cCalifornia Brand Campaign,\u201d first reported by the Los Angeles Times, opened bidding Feb. 24.\u00a0 The deadline for submissions is March 13 and the contract is anticipated to be announced April 6.<\/p>\n
In total, the $19 million campaign will last nine months; a document states that \u201cmajor campaign deliverables and creative content\u201d should be completed by the end of the year \u2014 which coincides with the end of Gov. Gavin Newsom\u2019s final term as governor.<\/p>\n
As much as $14 million of the contract is designated for paid media placements, including paid influencers.<\/p>\n
State Sen. Tony Strickland, R-Huntington Beach, described the planned campaign as \u201cputting lipstick on a pig.\u201d<\/p>\n
\u201cCalifornians 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,\u201d he said in a statement. \u201cNow, Sacramento is spending $19 million on a marketing campaign to polish the governor\u2019s image \u2014 money that won\u2019t change the reality Californians see every day.\u201d<\/p>\n
Democratic political strategist Steve Maviglio said it\u2019s unfortunate that Newsom, in his view, is funding his national political ambitions on the taxpayer\u2019s dime.<\/p>\n
\u201cThe contract\u2019s being rushed through,\u201d he said in an interview. \u201cIt only lasts till he\u2019s out as governor of California, till the end of the year. 75% of it is going to media buys. That just says all you need to know about this. It\u2019s not so much about helping California businesses, it\u2019s about trying to prop up Newsom\u2019s unfavorability as he runs around the country.\u201d<\/p>\n
The governor\u2019s office did not comment directly to criticism of the perceived ties to Newsom\u2019s presidential ambitions. In an emailed statement, Chief Deputy Communications Director Tara Gallegos said \u201csetting the record straight\u201d will benefit California residents, workers and businesses.<\/p>\n
\u201cCalifornia and its business climate have been falsely and maliciously maligned for years, and the state has a right to tell the true story\u2014 California is a great place to live, work, invest and visit,\u201d she said. \u201cWe lead the country in Fortune 500 companies and new business starts. We draw more visitors than any other state, and we lead the world in innovation and imagination.\u201d<\/p>\n
California\u2019s economic strength is \u201cobscured by negative narratives amplified online and in partisan media,\u201d the request for proposal states. Maviglio said he agrees that the state \u2014 and by extension, its governor \u2014 does have an image problem.<\/p>\n
\u201cThe first thing they think and see are reels of people on the streets, homelessness, unaffordable houses, people leaving the state,\u201d he said. \u201cAnd the governor\u2019s office wants to push back on that because they know it will hurt his future ambition.\u201d<\/p>\n
In the long term, Maviglio doesn\u2019t expect a $19 million ad campaign to make a dent in that public perception.<\/p>\n
\u201cBut for the short term \u2014 and that\u2019s what the governor is interested in \u2014 it helps him,\u201d he said. \u201cBecause he\u2019s getting assaulted when he goes on national TV shows about the state of California\u2019s economy.\u201d<\/p>\n
In addition to pushing back on what the administration describes as misinformation about the Golden State, the brand campaign has half a dozen other goals, including highlighting the state\u2019s \u201ceconomic dominance,\u201d showcasing businesses, promoting tourism and emphasizing the state\u2019s \u201cnatural beauty.\u201d<\/p>\n
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