Gov. Gavin Newsom will not be a part of California’s new public relations initiative.
State officials have clarified that the $19 million “California Brand Campaign” will not include the governor, as its primary goal is to enhance the image of the Golden State itself.
A memo from the Governor’s Office of Business and Economic Development emphasizes: “The campaign will tell the California story, not the Gavin Newsom story.”
The document further asserts, “This effort is about California’s success, not about politics. The Governor is not part of these campaigns and will not be featured.”
Proposals for the campaign concluded last week, with the selection of a winner anticipated by April 6.
The campaign aims to attract influential decision-makers and boost job growth by promoting California’s “economic dominance” and countering what officials describe as “myths driven by misinformation and political rhetoric.”
The governor’s office stated that the campaign will focus on fact-based storytelling to highlight California’s enduring strengths and long-term value to employers. More information is available here.
The advertisements will target key figures such as investors, CEOs, and industry groups, with an anticipation that the message will eventually resonate with the general public.
The memo suggests that reaching these influential individuals will also positively affect public perception among Californians, tourists, and the national audience.
State officials plan to use “hard data” to assess the success of the nine-month campaign.
They also reference similar taxpayer-funded initiatives in other states, such as Michigan and Maryland, to demonstrate that this type of expenditure is not uncommon. Supporters, like Stephen Cheung from the Los Angeles Economic Development Corporation, argue that it’s a necessary refresh.
“This campaign is crucial for sharing the true story of California — showcasing our economic vitality, thriving small business sector, and global leadership in industries that drive growth and opportunity.”
However, Republican critics remain skeptical.
State Sen. Tony Strickland criticized the initiative, comparing it to “putting lipstick on a pig.”
“Californians continue to face issues such as rising homelessness, increasing crime, and public safety concerns, along with a high-speed rail project that has consumed billions with little progress, while essential upgrades like Next Generation 911 are delayed despite nearly $500 million in spending,” he said. “Now, Sacramento is allocating $19 million for a marketing campaign to improve the governor’s image — funds that won’t change the everyday realities for Californians.”
