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Marketing And Media

September 01, 1993|Anne Michaud; Times staff writer

Orange Appeal: A Buena Park promotions company, Spectrum Promotions & Productions, has persuaded Orange County businesses to pool their advertising dollars and market the area as a tourist destination.

Four attractions, 27 hotels and South Coast Plaza will spend a total of $1.2 million this year to entice travelers from as far away as Australia and Germany, Spectrum President Jerry La Pointe said.

"We did this because there is a tremendous demand for it," La Pointe said. "Destination advertising is extremely effective compared to places going out on their own."

La Pointe said $500,000 of the account will be used to buy ads in three official publications of the California Department of Tourism.

The group is also buying ads in nine regional newspapers in the West. One ad shows an orange wearing sunglasses and a bathing suit. It reads, "Visit Orange County . . . Fun & Sun."

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