Topeka ? Come back to Kansas.

That’s the underlying message in television ads that ran in selected markets Thursday night during the Orange Bowl matchup between Kansas University and Virginia Tech.

The Kansas Department of Commerce said the ads were aimed at KU alumni who may be watching the game in St. Louis, Denver, Dallas and Chicago, all cities with large numbers of KU graduates. The ads also have run locally.

“This is to remind Kansans of all the great things back home,” said Caleb Asher, senior director of marketing services at the department.

He said the ads are part of a larger effort by the Department of Commerce to try to lure families back to Kansas.

“It’s highlighting the quality of life in Kansas and injecting a Lawrence feel to it,” he said.

The ads cost $65,000 to air during the Orange Bowl, he said.

Done by Bozell Advertising of Overland Park, the ads feature numerous shots of outdoor activities, KU campus life and sporting events.

An additional $60,000 to $80,000 was spent producing the spots, Asher said. That included purchasing the song playing in the background that was composed for the ad by The Away Team, a band from Kansas City, Kan.