Kansas Launches National Campaign to Attract and Retain Talent

TOPEKA - Lieutenant Governor and Secretary of Commerce David Toland, alongside leaders from across the state, today unveiled Love, Kansas, a dynamic talent attraction campaign aimed at boosting Kansas' population by inviting past residents to choose the Sunflower State as their future home. This national marketing initiative will highlight Kansas as an exceptional place to live, work and raise a family, with a special emphasis on "boomerangs" - individuals with previous ties to the state.

The campaign was launched at the Flint Hills Discovery Center in Manhattan, where Lieutenant Governor Toland shared his personal journey back to Kansas that was inspired by a heartfelt phone call from a family friend about a job opportunity in his hometown of Iola.

"It's simple: We need more humans in Kansas to keep up with the phenomenal economic growth our state is experiencing," Lieutenant Governor and Secretary of Commerce David Toland said. "The best way to do that is to first approach Kansans who left the state for economic opportunities elsewhere and invite them to build a life in a place they know and have connections to, whether in their hometown or elsewhere in the state. And with the Love, Kansas campaign, we aren't just extending an invitation to those who once called Kansas home to come back - we're also inviting families from around the country to build their lives in the Sunflower State."

Love, Kansas will focus on the state's abundant job opportunities, high quality of life, excellent education system and affordable communities. The campaign will be driven at the local level but will strategically target key markets across the U.S., with a strong focus on digital and social media platforms. Influencer and journalist engagement, as well as targeted in-person events both within and outside of Kansas, will play a crucial role in reaching potential boomerangs.

During the launch event, it was announced that the first 50 communities to partner with Love, Kansas will be eligible for a $5,000 grant to assist in their efforts in attracting new residents to their community. Nineteen pilot communities and seven universities already have joined the initiative and are planning events that are aligned with the campaign's theme. A primary goal is for communities across the state to do direct outreach to past residents they have a personal connection with, inviting them to return home.

"The collaboration already on display between so many partners underscores the enthusiasm for this campaign," Tourism Director Bridgette Jobe said. "There are so many amazing things happening in Kansas right now; Love, Kansas gives us the chance to let people throughout the country know about them."

The Love, Kansas campaign is being spearheaded by the Kansas Department of Commerce.

For more information about the campaign, view this video (here) or visit the Love, Kansas website here.