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Beverly Hills’ image as a star-studded stomping ground for the world’s most glamorous socialites—and the tourists who want to be around them— doesn’t seem to need much of a polish. But the Beverly Hills Conference and Visitors Bureau wants tourists to do more than windowshop on Rodeo Drive; it wants them to book off-season overnight stays at the city’s tony hotels and reserve tables at its gourmet restaurants.
That’s the objective of a $2 million campaign from independent M&C Saatchi in Santa Monica, Calif.,
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