Employee Quits Over "So Gay" Ad: Perfect Pitch or Sold Out?

Employee Quits Over "So Gay" Ad: Perfect Pitch or Sold Out?


The South Carolina state employee who approved a controversial ad campaign aimed at gay tourists has resigned, according to the director of the Department of Parks, Recreation and Tourism.

The "South Carolina is So Gay" posters appeared in the London Underground and were aimed at gay travelers — the campaign is sponsored by Amro Worldwide and other cities like Boston, Las Vegas, and New Orleans have used the slogan to proclaim their inclusiveness.

But the frank-talkin' slogan is not what the Palmetto state director had in mind, "Our tourism marketing funds are for the purpose of bringing visitors to South Carolina, not for getting involved in various social agendas," adding that the South Carolina target audience is families.

The poster's mastermind says that the "So Gay" campaign is supposed to reverse the negative impact of the phrase and make it a tourist magnet. Does it work?

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