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Sarasota Is More Than Sun 'n' Surf

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ATLANTA The Zimmerman Agency will launch a new ad campaign for the Sarasota Area Convention and Visitors Bureau this month, the agency said.

The work includes consumer print ads in The New York Times Magazine, Boston Globe magazine, Arthur Frommer's Budget Travel, Miami Herald, Orlando Sentinel and Palm Beach Post. The campaign also includes ads in the trade press and on Internet sites.

It's the first work from the independent Tallahassee, Fla., shop since winning the $1 million account last May following a review.

The campaign extends Sarasota's appeal beyond its beaches and weather, said Curtis Zimmerman, a partner in the agency. Focus groups in Chicago, Houston, Cincinnati, Boston and Orlando, Fla., showed that tourists want a variety of entertainment while on vacation. As a result, the ads promote local cultural attractions, shopping districts and the barrier islands around Sarasota, he said.

The campaign tagline is "Imagination. Creation. Vacation."

"Our objective is to use the unique distinctions of Sarasota and her islands to differentiate that area as a respite for people seeking an outlet from the stress and strain of the world through imagination, creation and vacation," Zimmerman said.

The agency also provides public relations and media placement for the bureau.