'South Carolina Is So Gay'

A state employee has resigned and officials have disavowed an international advertising campaign that led to calls for an investigation of tourism posters proclaiming "South Carolina is so gay."

The campaign, which plastered the London subway with posters advertising the charms of South Carolina and five major U.S. cities to gay European tourists, landed with a resounding thud in South Carolina, where the issue of gay rights has long been a political flashpoint.

The advertisements were timed for London's Gay Pride Week, which ended Saturday. The posters touted the attractions of the state to gay tourists, including its "gay beaches" and its Civil War-era plantations.

Similar ads were posted for Atlanta, Boston, Las Vegas, New Orleans and Washington, D.C., none of which reported any negative backlash. But in South Carolina, reaction to the posters —dubbed "the gayest ever mainstream media advertising campaign in London" by Out Now, the Australian advertising firm that designed the promotion — was swift.

After The Palmetto Scoop, a South Carolina political blog, uncovered the promotion last week, Republican state Sen. David Thomas of Greenville protested the campaign and called for an audit of the advertising budget overseen by the state Department of Parks, Recreation and Tourism.

"South Carolinians will be irate when they learn their hard earned tax dollars are being spent to advertise our state as 'so gay,'" Thomas said in a statement.

The tourism department quickly said it was canceling payment of its $5,000 fee for the posters, which it said were approved by a low-level state worker who did not run the idea by senior officials. The employee, who was not identified, resigned last week, the agency said.

A spokesman for Gov. Mark Sanford, who has been mentioned as a possible running mate for the Republican presidential nominee, Sen. John McCain of Arizona, said the governor agreed that the posters were "inappropriate."

The was no immediate reaction from Out Now.

'Just great to be so gay'
The campaign was designed to "send a clear message to everyone who sees this campaign that it is long past time that 'so gay' should be used as a negative phrase of disapproval," said Andrew Roberts, chief executive of Amro Worldwide, the travel agency that commissioned the ads.

"From where we sit, and for all our many customers, being described as 'so gay' is not a negative thing at all. We think it is just great to be so gay," said Roberts, who called the campaign a success, having reached more than 2 million people in London.