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Gdb to Handle Valleyfair

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CHICAGO Valleyfair amusement park has tapped independent shop Gabriel deGrood Bendt as its lead advertising agency following a review, the shop announced.

The Minneapolis agency's first task will be to develop a brand campaign for the Shakopee, Minn., client's 2006 season. The campaign, which will break in early spring 2006, is expected to include television, radio, outdoor and print work.

"Valleyfair is looking for new and different ways to appeal to their target audience," said agency founder and CEO Tom Gabriel in a statement. "It's a terrific local brand that's evolving with the times to become even more relevant."

Though contenders in the review were not disclosed, they were all believed to be from the Minneapolis area.

Billings were not disclosed. Valleyfair spent just over $1 million on advertising last year, according to Nielsen Monitor-Plus.