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Billboards will advertise Discover Pass

Post by Jordan Schrader / The News Tribune on Nov. 15, 2011 at 11:19 am with No Comments »
November 15, 2011 11:27 am

Drivers on I-5 soon will see billboards urging them to ”Give the gift of the great outdoors.”

State government is paying for ads on 15 billboards for the Discover Pass. As I wrote in my weekend story, the parking pass for state lands isn’t selling as well as hoped.

As one might expect, sales flagged as summer faded. And a $10 day use pass is selling better than the $30 annual pass — partly because many visitors don’t know they have to pay to park until they arrive in the woods, officials believe.

So the new push could have two benefits: informing people about the pass, and jump-starting sales for the Christmas season.

“We want to focus on the gift-giving season and the fact that people are out driving around and are likely to see them,” parks spokeswoman Virginia Painter said.

The billboards should pop up Thanksgiving weekend. The state is paying Clear Channel $10,000 for a month of time on 10 signs, with five more signs thrown in for free, Painter said.

State agencies are also going out to bid to solicit marketing ideas.

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