CITY'S VIRTUES EXTOLLED IN $4 MILLION AD CAMPAIGN.

Byline: Deborah Adamson Daily News Staff Writer

Sun, surf and beaches. Jobs, exports and business opportunities.

That was the image of Los Angeles blared across radio stations Monday. The local campaign will be followed by national print ads in June to promote the economic vitality of the region and help lure or retain businesses.

``The purpose is to get business decision-makers to be more familiar with facts about the region,'' said Regina Birdsell, executive director of the New Los Angeles Marketing Partnership, a nonprofit group that launched the campaign. ``Our early research shows that there were misperceptions about the community that were getting in the way of expanding their businesses.''

One early supporter is Councilman Marvin Braude of the 11th District.

``The campaign captures what I consider the most serious problem of our city, namely, working together,'' he said. ``When you get through the political rhetoric, that's the most important thing - how you solve problems together.''

The $2.5 million campaign marks the second phase of the ``Together we're the best. Los Angeles'' marketing effort started last year.

The group is spending $1.4 million in print ads, $300,000 in radio placements and $86,000 for billboards and bus ads, which started earlier this month.

Sporadic TV spots in February and March took up $330,000. The rest of the funds will be used for more ads, as needed.

An additional $1.5 million is earmarked for administrative, marketing, research and public relations costs, as well as running the business assistance network.

Out of the total $4 million budget, $2 million came from the city of Los Angeles, $500,000 from Los Angeles County and $1.5 million from businesses.

A research study commissioned by NLAMP showed a high level of awareness for the campaign last year.

CAPTION(S):

Photo

Photo: (Color) Ads to draw business will be circulated nati onally.