California Launches $19 Million Branding Campaign, Excluding Governor Newsom

California is embarking on a $19 million advertising campaign designed to bolster its national image, attracting business leaders and stimulating job creation. Notably, Governor Gavin Newsom will not feature in the initiative, with state officials emphasizing a focus on California’s overall success rather than its political figurehead.

Campaign Focus: Economic Dominance and Fact-Based Storytelling

The “California Brand Campaign,” spearheaded by the Governor’s Office of Business and Economic Development (GO-Biz), aims to address misconceptions and highlight the state’s economic strengths. According to a memo from GO-Biz, the campaign will center on “the California story, not the Gavin Newsom story.” The effort intends to “re-anchor California’s brand in fact-based storytelling that clearly articulates the state’s enduring strengths and long-term value proposition” to employers [Source: Fox40].

Target Audience and Strategy

Advertisements will primarily target investors, CEOs and industry groups, with the expectation that a positive message will resonate with the broader public. The campaign is designed to influence perceptions among Californians, visitors, and the national audience. Officials plan to measure the campaign’s effectiveness with “hard data” over a nine-month period [Source: YouTube].

GO-Biz and California’s Economic Landscape

GO-Biz serves as the state’s leader for job growth and economic development, operating within the world’s fourth-largest economy. The office provides resources for businesses, including assistance with attraction, retention, expansion, site selection, and navigating regulations [Source: California Governor’s Office of Business and Economic Development]. California currently ranks as #1 in new business starts and #1 in access to venture capital funding [Source: California Governor’s Office of Business and Economic Development].

Similar Campaigns and Funding

State officials point to similar taxpayer-funded campaigns in other states, such as Michigan and Maryland, as precedent for the $19 million investment. Supporters, like Stephen Cheung of the Los Angeles Economic Development Corporation, argue that the campaign is a necessary step to accurately portray California’s economic vitality [Source: Fox40].

Republican Opposition

The campaign has faced criticism from Republicans, including State Senator Tony Strickland, who characterized the effort as “putting lipstick on a pig.” Strickland highlighted ongoing issues such as homelessness, crime, and the high-speed rail project as reasons why the funds would be better allocated elsewhere [Source: Sacramento Bee].

Key Takeaways

• California is launching a $19 million branding campaign to improve its national image.
• Governor Gavin Newsom will not be featured in the campaign.
• The campaign will target business leaders and focus on economic strengths.
• The initiative has drawn criticism from Republican lawmakers.