Initially, Florida had been considered fertile territory for Republicans. It was governed by Jeb Bush, a staunch conservative and George W. Bush's brother. Nonetheless, Republicans put significant advertising resources into the state, and later polls indicated that the state was very much in play as late as September 2000. Some late momentum for Gore and his Jewish running mate Joe Lieberman may have come from southern Florida's significant Jewish population. Voters from reliably Democratic states in the Northeast had also been migrating to Florida since the 1950s. The state's electorate was becoming more diverse in general, with growing Asian and Hispanic immigrant populations.