CHARLOTTESVILLE, Va. (WVIR) - A potential new ad campaign that’s aimed at drawing more tourists to Charlottesville and Albemarle County is getting some pushback.

The pitch uses the word "C-ville" in a way that has some city and county administrators unhappy.

"C-villeization" and "C-villeity," which are used in the campaign, are two words some people say fail to represent Albemarle County and Charlottesville.

“Almost a term of endearment for Charlottesville is what everyone gravitated to,” City Councilor Kathy Galvin said.

The word is the core of a new, potential ad campaign that aims to encourage people to visit Charlottesville.

Some of the mock-up plans capture the beautiful things the area has to offer: farm-to-table dining, historic spots, and vineyards.

"Some wonderful ideas they have had - nickel tours, because Monticello’s on the nickel, $2 tours, because Jefferson is on the $2 bill - with little videos that people could see,” Ann Mallek, an Albemarle County supervisor, said. “Everybody loved that."

The images and ideas all look great according to city and county administrators.

It's the play on the word "C-ville" that has many unhappy: "C-villeization" and "C-villeity".

"C-ville itself is actually had a lot of support,” Mallek said. “It was when it was made longer that it tended to get in trouble with some of the members around the table."

"It's hard to say,” Galvin said. “It's presumptuous and arrogant on the one hand and maybe snarky on the other, and number three it was insensitive to the recent history of the city of Charlottesville."

Adam Healey is the interim executive director with the Charlottesville Albemarle Convention and Visitors Bureau. He says it polled well among the target demographic, which is 25-to-40-year-old tourists.

However, he says he can understand the objections toward it.

“I think there is a lot of sensitivity to the events of August 12, 2017,” Healey said. “We certainly understand that."

Healey says there will definitely be some tweaking to make the ad more compelling.

“If they come back with it again, I think there will be a lot of upset,” Galvin said.

This ad campaign is still a work in progress and the tourism board will be seeking new opinions.

Healey says a final plan should be in place by next month.