Topeka ? The “Mega Gigantic” ad campaign to promote Kansas tourism is the creation of a Lawrence company — Callahan Creek.

“We wanted to get Kansans to rediscover the exciting treasures that are in their own back yard,” said John Kuefler, vice president of clients with Callahan Creek, 805 N.H.

The $350,000 campaign, which includes marketing, advertising and giveaways, was launched Monday by Gov. Kathleen Sebelius and several Cabinet members.

Kuefler said Kansas’ reputation as an uninteresting place to visit “is not deserved.”

Perhaps that is the reason behind the mega-sized advertising slogan: “The Kansas Mega Gigantic Get Away From It All Summer Blast Off You Won’t Believe It ‘Til You See It Giveaway.”

During a news conference on the south steps of the Capitol, Callahan executives worked behind the scenes, providing media kits and a background — a wooden cutout of the “Smiths,” a typical Kansas family looking for a fun vacation.

Kuefler said the company came up with a lot of ideas for the campaign, but was looking for something simple and fun, and one whose effectiveness could be later judged by the number of entries for the free prizes.

To enter for the prizes, travelers must visit a Kansas attraction or event listed in the 2004 Kansas Getaway Guide, or on www.travelks.com, that is at least 100 miles from their home. They must take a photograph of themselves, their family or friends at the attraction and submit it with an entry form. Winners will be selected at random Sept. 30.

Scott Allegrucci, the state’s director of travel and tourism, said the ad campaign was aimed at reminding Kansans of the fun and interesting attractions in the state, and to lure out-of-state travelers to visit Kansas or take more time when driving through.