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With aggressive price cuts and a reminder that travel offers freedom, West Coast areas hit hard by the sharp drop in tourism are revamping messages and re-evaluating strategies.
In Las Vegas, where officials are predicting a $61 million loss in convention business, casino advertising suddenly has a much softer message.
Meanwhile, California Gov. Gray Davis last week pledged $5 million toward ads urging residents to vacation in the Golden State. In the past, ad allocations made by executive order have been used only in the event of a crisis, such the state’s energy crunch.
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