When Maryland Gov. Larry Hogan took office in January 2015, his catch phrase became “We’re open for business.” It soon made its way to road signs that welcome drivers into the state, reports the Washington Business Journal, which added, in part, now “it’s the backbone of a new statewide marketing campaign that aims to present Maryland as an innovation hub and attractive home for businesses.

“The Maryland Marketing Partnership, a public-private partnership created in 2015 to help improve the state’s economy, worked with Rockville-based HZDG after the firm was selected for the project last year. The campaign debuts … at BWI/Marshall Airport.

““This is a campaign that we think is going to make the case for Maryland having all of the assets that businesses need to be successful, from our location, our workforce, quality of life, and the resources that we have that can support businesses that locate here — and, of course, the existing businesses of Maryland that we want to continue to grow and succeed in our state versus moving elsewhere,” said Allison Mayer, executive director of the Maryland Marketing Partnership.

“The campaign will first focus on retention by showing local businesses what the state can offer and instilling confidence that they can grow. It will also target out-of-state businesses in a second push throughout the Mid-Atlantic region in the spring, according to Ron Thompson, vice president and creative director with HZDG.

“The campaign highlights key industries, including IT and cybersecurity, aerospace and defense, biotech and life sciences, advanced robotic manufacturing, agribusiness and financial services. It will consist of both digital and print materials, with ads in trade magazines and local business publications, e-newsletters, banner and mobile ads, paid social media, digital displays and stadium signage. The team is developing a new website slated to launch by early 2018.”