California Governor Gavin Newsom will not be the face of the state’s latest promotional endeavor.
State representatives have confirmed that the $19 million “California Brand Campaign” will proceed without featuring the governor, as the initiative aims to enhance the state’s image.
According to a memo from the Governor’s Office of Business and Economic Development, the campaign is dedicated to showcasing “the California story, not the Gavin Newsom story.”
The document emphasizes that the focus is on celebrating California’s achievements, steering clear of political narratives. “This effort is about California’s success, not about politics,” it states. “The Governor is not part of these campaigns and will not be featured.”
The selection process for the initiative’s lead agency concluded last week, with a decision anticipated by April 6.
The campaign’s goal is to attract influential business leaders, stimulate job creation, and highlight California’s “economic dominance,” while addressing misconceptions fueled by misinformation and political discourse, officials noted.
“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.”
