A cowboy hoists a martini to toast a starry nighttime desert vista in an ad that local tourism leaders hope conveys an impression of Western elegance. A crystal chandelier hangs from the sky above an elaborately gowned woman and a cactus-strewn landscape in another odd juxtaposition of images.

Both ads are part of a new marketing campaign the Scottsdale Convention & Visitors Bureau plans to launch in January.

The new marketing approach targets those people still traveling despite a spiraling economy that is expected to screech U.S. tourism to almost a halt as those who have lost jobs and net worth - or those who are afraid they soon might - stay home in droves.

The ad campaign's target audience is the wealthy, mature, sophisticated, urban crowd that likes to chill out in winter at a luxury resort, said Brent DeRaad, executive vice president of the tourism bureau.

The urban sophisticate is 35 to 54 years old, has an annual income topping $150,000 and lives in Chicago, New York, Los Angeles, San Francisco or another urban capital, he said.