Gov. Gavin Newsom (D-CA) is looking to run a $19 million marketing campaign seeking to turn California’s tarnished image golden.
Ahead of a widely rumored entrance into the 2028 presidential race, Newsom revealed this week his office will pour the money into an effort to tell California’s “true story,” and dispel “myths driven by misinformation and political rhetoric,” according to the Los Angeles Times.
“California and its business climate have been falsely and maliciously maligned for years, and the state has a right to tell the true story — California is a great place to do live, work, invest and visit,” Newsom spokeswoman Tara Gallegos said. “Setting the record straight will benefit every business, worker and resident of this state.”
The development comes as critics have long highlighted California’s struggles with homelessness, crime, and drugs in its major cities. The state’s multibillion-dollar budget deficit, stalled high-speed rail project, pervasive insurance crisis, and response to sweeping disasters, such as the 2025 Los Angeles wildfires, have sparked further concerns, leading to efforts to recall Newsom.
Criticism of Newsom’s handling of the economy has also sparked debate, with conservatives accusing the governor of favoring a bureaucratic, high-tax environment that has stifled opportunity, led to dismal job growth in the private sector, and forced droves of people to leave for other states, such as Texas. Many major California-based companies have left the state for Texas in recent years, including Chevron, Tesla, Oracle, Hewlett-Packard Enterprise, and Public Storage.
The California Democrat is seeking to dispel concerns and highlight what he describes as the “great” things about his state in the new marketing campaign.
STEVE HILTON VOWS TO STRIP KAMALA HARRIS OF HER SECURITY DETAIL IF HE BECOMES CALIFORNIA GOVERNOR
The Governor’s Office of Business and Economic Development is seeking a contractor to design a statewide taxpayer-funded “California Brand Campaign,” with two-thirds of spending under the proposal to be used for paid advertising and media placements, according to the Los Angeles Times. Bidding on the contract began Feb. 24 and is set to end March 13.
“California has never been about perfection,” the marketing bid request reads. “It’s about persistence. The courage of our convictions and the strength to embody them. That’s the California Way.”
