Mitt Romney, who rarely goes into detail about his business career on the campaign trail, has launched an expansive new Web site touting his record at Bain Capital:

"Governor Romney's work at Bain Capital was about fixing companies that were broken and giving new companies a chance at success," reads the homepage. The site features ad-like videos from people who worked with Romney at eight different companies, explaining how he helped them thrive.

The name draws on former president Bill Clinton's assessment of Romney's tenure at the private equity firm Bain Capital. When President Obama was attacking Bain as a vampire that sucked companies dry , Clinton countered that Romney had a "sterling business career."

Romney's campaign has aggressively pushed back on Obama's attacks and on media reports on Bain. But the decision to proactively promote Romney's private sector experience is a shift, one that goes along with a running convention theme that financial success should not be demonized.