COLUMBIA, S.C.—A gay pride organization said July 17 it plans to raise $5,000 to pay for an advertising campaign that proclaimed “South Carolina is so gay” after the state refused to pick up the tab.

SC Pride Movement president Ryan Wilson said his group wants to restore the state’s good name after the South Carolina Parks, Recreation and Tourism Department refused to pay. The state was one of a half-dozen highlighted in the London-based ad campaign aimed at gay travelers.

Joel Sawyer, spokesman for Gov. Mark Sanford, said tax dollars should not be used for ads “that promote any group with a particular social or political agenda.”

A state tourism employee who officials have not identified approved the ad campaign but resigned last week after the outcry.

Wilson said the organization hopes to pay the bill before September, when thousands of gays and lesbians gather for the annual state pride rally.

“South Carolina has sent a message to the world that a signed contract from any state agency could be nullified if someone says, ‘Oops, we made a mistake in signing this contract,’” said SC Pride board member Bruce Converse.