While California’s finances are in the red, Gov. Gavin Newsom plans to spend $19 million to polish the Golden State\u2019s image.<\/p>\n
Newsom\u2019s office said the governor\u2019s move is rooted in disproving \u201cmisinformation and political rhetoric\u201d about his home state as he prepares to leave office, the Sacramento Bee posted.<\/p>\n
In February, the Governor\u2019s Office of Business and Economic Development began seeking a contractor to create a state-funded ad campaign.<\/p>\n
The campaign\u2019s purpose is to highlight California\u2019s economic dominance and innovative spirit,” while showcasing its \u201cvibrant, diverse business community,\u201d and reminding people that \u201cCalifornia is a world-class place for business investment, relocation, and expansion.\u201d<\/p>\n
Up to $14 million in ad campaign dollars would go toward paid media, including traditional ads such as TV commercials and digital ads on social media and other online platforms.<\/p>\n
The campaign contract is expected to be awarded by March 31, with the contract extending from April 6 to Dec. 31, 2026.<\/p>\n
The state’s ad campaign would begin during a period of financial uncertainty, with Newsom\u2019s January budget projecting a $3-billion deficit for the next fiscal year, the Los Angeles Times reported.<\/p>\n
What will the California ad campaign do? <\/p>\n
Newsom spokesperson Tara Gallegos claimed that \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<\/p>\n
Gallegos touted California as:<\/p>\n
Leading the country in Fortune 500 companies and new business starts.<\/p>\n
Drawing more visitors than any other state.<\/p>\n
Leading the world in innovation and imagination.<\/p>\n
\u201cSetting the record straight will benefit every business, worker, and resident of this state,\u201d Gallegos stated.<\/p>\n
The Los Angeles Times first reported the state contract, which opened for bidding on February 24 and closes on March 13, the Sacramento Bee stated.<\/p>\n
Is Newsom making a run for president?<\/p>\n
Many of Newsom\u2019s opponents fired back at his campaign, claiming that the governor is using taxpayers\u2019 dollars to polish his image before exiting office in January 2027 and making a run for president in 2028.<\/p>\n
Last year, Newsom told CBS News that he planned to announce his decision to run for president in 2028, but only after the 2026 midterm elections were over.<\/p>\n
Newsom began serving as governor in January 2019 and was reelected in 2022. He also survived a recall election in 2021.<\/p>\n
He also served as lieutenant governor from 2011 to 2019, and mayor of San Francisco from 2004 to 2011.<\/p>\n
Newsom\u2019s opponents strike back<\/p>\n
Newsom\u2019s foes believe that his attention and taxpayers\u2019 dollars should be focused on battling homelessness, high taxes, and crime, and on trying to keep companies from leaving California.<\/p>\n
Assemblywoman Kate Sanchez stated that \u201cIf California were actually thriving, he (Newsom) wouldn\u2019t need $19 million of your taxpayer money to convince people.\u201d<\/p>\n
She added that Newsom wants to spend millions of taxpayers’ dollars to improve the state\u2019s image, \u201cWhile families are paying over $5 for gas. While rent is crushing the middle class. While businesses are leaving the state.\u201d<\/p>\n
\u201cLet\u2019s be honest about what this is,\u201d said Republican Assemblyman Tom Lackey, who claimed Newsom\u2019s taxpayer-funded public relations move is to \u201cpolish\u201d the governor\u2019s brand.<\/p>\n
\u201cNo marketing campaign is going to convince Americans he\u2019s White House material,\u201d said Lackey, who serves District 34.<\/p>\n
A look at some of California economic stats<\/p>\n
CalMatters reported that California has the largest homeless population in the U.S., with an estimated 187,000 people experiencing homelessness in 2025, representing about 24% of the nation\u2019s total homeless population.<\/p>\n
Retail prices for regular grade gasoline in California are consistently higher than in any other state in the continental United States, often exceeding the national average by more than a dollar per gallon, the U.S. Energy Information Administration<\/a> reported.<\/p>\n The number of companies exiting California is small, according to a 2025 report from the Public Policy Institute of California<\/a>, which found that only 3% of firms have moved to another state. However, larger companies are more likely to leave than smaller ones, according to Business Insider.<\/p>\n Outside of businesses, people, too, have been leaving California at a high rate<\/a>, according to U.S. Census data showing nearly 700,000 people left the state between 2022 and 2023, Business Insider reported.<\/p>\n The Public Policy Institute of California reported that most people who move across state lines cited employment, housing, or family as the primary reason.<\/p>\n Since 2015, California has experienced net losses of almost 900,000 people who cite housing as the primary reason, a sharp increase from 2004\u201314, according to the Current Population Survey.<\/p>\n The Public Policy Institute of California Statewide Survey found that 34% of<\/a> Californians have seriously considered leaving the state because of high housing costs<\/a>.<\/p>\n