How a new marketing campaign supports economic growth in Mississippi.
If there was any doubt that Mississippi is stomping its foot on the gas to power economic development, that uncertainty was removed with gusto on February 5 when Gov. Tate Reeves unveiled the state’s new branding campaign: “Let’s Break New Ground.”
Created in partnership with the Ridgeland-based Ramey Agency, the campaign delivers a strong and straightforward message on the state’s commitment to bringing new investment and good-paying jobs to Mississippians through adherence to pro-business policies and creation of a favorable business environment.
“When it comes to economic development, Mississippi is breaking new ground for business and its people,” Gov. Reeves said. “This brand campaign highlights our state’s pioneering spirit, the strength of our partnerships and our willingness to think creatively to help businesses succeed. We’ve experienced record-breaking economic development successes over the last few years. As the economic landscape evolves across sectors, we are excited to break new ground and further expand both our diverse portfolio of industries and opportunities for Mississippians.”
The campaign comes on the heels of unprecedented economic progress throughout the Magnolia State. In early February, Compass Datacenters announced a $10 billion investment into creating a massive AI data center complex in Meridian in Lauderdale County. In 2024, Amazon Web Services announced a $10 billion commitment to building two such data center campuses in Madison County. Amplify Cell Technologies, Liebherr and PCC Gulf Chem added another combined $2.8 billion in projects to the state.
The old Hancock County Bank in Bay St. Louis stands as a living monument to commercial history in Mississippi.
Photo courtesy of Coastal Mississippi
Bill Cork, executive director of the Mississippi Development Authority, says that “Mississippi has a proven track record of delivering results for businesses. With ‘Let’s Break New Ground,’ we’re sending a clear message that Mississippi is the place where innovation meets opportunity. We’re ready to roll up our sleeves and work alongside companies so they can go from investing money to making money in record time. The ‘Mississippi Momentum’ is strong, and we have no intention of slowing down any time soon.”
Indeed, the numbers on recent economic progress statewide bear that out. A Site Selection magazine survey of national site consultants ranked Mississippi as having the seventh best business climate in the country. Area Development magazine showed Mississippi as having the sixth most favorable regulatory environment and ranking eighth in site readiness programs. Meanwhile, the 2025 State Tax Competitiveness Index rated Mississippi as having the sixth best corporate tax rate in the country.
Site selectors say that the momentum that Mississippi is building up is real. “Mississippi demonstrates a strong commitment to engaging with the site selection community, with the state’s electric utilities playing a particularly proactive role,” says Tess Fay, principal and vice president of location intelligence at Global Location Strategies in Greenville, South Carolina. “While technically competitors, these power providers have come together to form a consortium that promotes unified, positive messaging – helping to keep Mississippi top of mind for site selectors.”
“This brand campaign highlights our state’s pioneering spirit, the strength of our partnerships and our willingness to think creatively to help businesses succeed.”
— Gov. Tate Reeves
John Tingle, chief marketing officer for MDA, says that is no accident. He says that MDA and Ramey worked together to craft a platform that will resonate strongly with site selectors, CEOs and other decision influencers. “The goal was to create something that was aspirational and that would be a strong part of our brand identity and purpose,” he says. “We wanted it to be a rallying cry that was both promising and inviting.”
He adds that “our economic development brand is all about more than the actual groundbreakings that have taken place here over the last four to five years. It also speaks to speed to market. A prospect can come in, make the decision to invest in Mississippi, and then break new ground for their business in short order. Ready sites, innovative incentives, and partnerships are key. Our entire team at MDA wanted to put out a message that would convey those aspects of what Mississippi offers.”
Gov. Tate Reeves speaks at the recent groundbreaking of a new industrial park in Grenada, Mississippi. Upon buildout, SouthPoint Mississippi Industrial Park will offer more than 2 million sq. ft. of industrial space in 14 buildings. It is a project of the Hollingsworth Companies, the largest non-urban industrial real estate builder in the Southeast U.S.
Photo courtesy of MDA
The first time he saw “Let’s Break New Ground,” Tingle says, “I liked it immediately. It is active, provocative and inviting.”
MDA wasted no time in putting the new slogan into action. “In January, we started running national ad campaigns,” says Tingle. “These campaigns included print, digital media and social media. Our goal was to create as much inbound traffic as possible. The key was to reach those customer-facing channels at the highest level. Going forward, we will be carrying this message down each vertical industry sector. We will use this message to drive FDI and create new opportunities within each division of industry.”
Tingle adds that one goal of the new campaign is to help prospects understand what is possible in Mississippi. “That is part of the rationale behind the new graphic being three-dimensional. Depending on the way you look at it, you can see the point of the shovel or the corner of a building,” he notes. “Either way, you are looking at the results of a groundbreaking. It is a striking visual.”
