In this interconnected world of ours, there are few better ways to draw attention to something than to protest its existence. Unfortunately for him and his state, I don't think Republican State Sen. David Thomas of South Carolina understands that.

Earlier this year, the Department of Parks, Recreation and Tourism of his state agreed to participate in an advertising campaign to promote South Carolina to gay European tourists. Similar ads were sponsored by the city governments of Atlanta, Boston, Las Vegas, New Orleans, and Washington, D.C.

The advertisements were timed for London’s Gay Pride Week, which ended Saturday. The posters touted the attractions of the state to gay tourists, including its "gay beaches" and its Civil War-era plantations.

Sen. Thomas found out about the ad when he was contacted by the SC blog Palmetto Scoop. He called for an audit of the state's tourism advertising budget and told the blog this:

"South Carolinians will be irate when they learn their hard earned tax dollars are being spent to advertise our state as 'so gay'...This campaign goes against our core values."

A Google search for the phrase, 'Sen. David Thomas "So Gay" ' now returns about 108,000 results. Because of him, copies and text from the advertisement have run alongside coverage from Time and Newsweek, and papers from all over the country and the world.

Maybe that's exactly what Thomas intended, but here's the thing. Prior to this kerfuffle, I had no idea that South Carolina even had gay beaches.

And more importantly, an advertisement designed to improve the state's tourism industry will now have the opposite effect. In tough economic times, you gotta think that's a little foolish.