Although they're expecting a large Spring Break crowd this year, the Tourist Development Council is not giving any marketing money to the MTV networks.

Instead, they've given a local business co-operative funds to attract Spring Breakers and promote the beach in a positive light.

Tuesday, they unveiled the new advertising campaign, which paints Panama City Beach as a family destination. While admitting Spring Break is an important part of the tourism trade, TDC officials say it does not define the area.

Bay County TDC president Dan Rowe said, "The story is so much bigger than just what happens in three weeks in March. We have visitors coming throughout the year, we have different audiences at different times."

Spring Break starts in about a month.