Gov. Gavin Newsom is getting benched from California’s flashy new PR push.
State officers insist the $19 million “California Model Marketing campaign” received’t characteristic the governor — as the hassle appears to be like to shine the Golden State’s picture.
A memo from the Governor’s Workplace of Enterprise and Financial Improvement made it crystal clear: “the marketing campaign will inform the California story, not the Gavin Newsom story.”
“This effort is about California’s success, not about politics,” the doc acknowledged. “The Governor just isn’t a part of these campaigns and won’t be featured.”
Bids for the gig wrapped final week, with a winner anticipated to be introduced by April 6.
The marketing campaign is designed to woo big-money decision-makers and juice job development — whereas hyping California’s “financial dominance” and swatting down what officers name “myths pushed by misinformation and political rhetoric.”
“This effort will re-anchor California’s model in fact-based storytelling that clearly articulates the state’s enduring strengths and long-term worth proposition to present and future employers,” the governor’s workplace wrote.
Advertisements will zero in on heavy hitters — traders, CEOs and trade teams — with officers betting the message will trickle right down to on a regular basis Individuals.
“By reaching these decision-makers, the marketing campaign can be anticipated to positively affect broader public notion amongst Californians, guests and the nationwide viewers,” the memo acknowledged.
State brass say they’ll have “onerous information” to show whether or not the nine-month blitz works.
In addition they pointed to comparable taxpayer-funded campaigns throughout the nation — from Michigan to Maryland — as proof this sort of spending isn’t uncommon. Supporters, together with Stephen Cheung of the Los Angeles Financial Improvement Company, say it’s a wanted reset.
“A marketing campaign like that is essential as a result of it helps inform the actual California story — highlighting our financial energy, vibrant small enterprise neighborhood and world management in industries that drive development and alternative.”
However Republicans aren’t shopping for it.
State Sen. Tony Strickland blasted the hassle as “placing lipstick on a pig.”
“Californians are nonetheless going through hovering homelessness, rising crime and public security issues, and a high-speed rail venture that has burned by way of billions with little to indicate, whereas vital upgrades like Subsequent Era 911 lag regardless of almost $500 million spent,” he mentioned in a press release. “Now, Sacramento is spending $19 million on a advertising and marketing marketing campaign to shine the governor’s picture — cash that received’t change the fact Californians see every single day.”
