Democratic machine spending millions in full-scale campaign to sell Biden's COVID relief

All the muscles of the Democratic Party are engaged in selling President Biden's COVID-19 relief bill just days after it was signed, with Democrats treating the $1.9 trillion package like a candidate.

Why it matters: The efforts underscore how closely Biden himself — and the broader Democratic machine — have tied the popularity of his first major piece of legislation to the success and ultimate survival of his presidency.

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White House political director Emmy Ruiz said she viewed the effort as "very similar to campaign work," with the administration "taking the story to places that have been most impacted."

• She singled out Nevada, a state where COVID has hammered the massive tourism and hospitality industries.
• She says the White House, and likely the president himself, will take the campaign into "deep red" Trump country.

The three major Democratic campaign committees — the DNC, DSCC and DCCC — are running ads promoting the American Rescue Plan.

• The DNC will run TV ads in at least eight battleground states: Arizona, Florida, Georgia, Michigan, North Carolina, Wisconsin, Nevada and Pennsylvania.
• The Democratic Congressional Campaign Committee is running digital ads in swing districts to protect vulnerable House Democrats.
• The Democratic Senatorial Campaign Committee is already running digital ads targeting two Republican senators for voting against the $1.9 trillion bill: Ron Johnson of Wisconsin and Marco Rubio of Florida.

The big picture: Outside groups are allocating millions of dollars to run ads across swing states and competitive districts, according to a Democratic strategist tracking the efforts.

• The nonprofit House Majority Forward plans to launch a $1.4 million ad campaign this week to "bolster nine vulnerable House Democrats who backed the COVID relief package."
• Priorities USA plans to run a "two-year, multimillion-dollar campaign" targeting new Democratic voters who turned out in 2020, swing voters who switched from Trump to Biden, and voters vulnerable to social media misinformation. The first ads — "Help is on the Way" and "Jumpstart" — will run in Arizona, Florida, Georgia, Nevada, Pennsylvania and Wisconsin.
• Protect Our Care is running digital ads across 30 congressional districts in 19 states.
• The pro-Biden super PAC Unite the Country has launched "a seven-figure TV and digital ad campaign in the battleground states of Wisconsin, Pennsylvania, Michigan, Arizona and Georgia."