If you find yourself driving along I-405 in So Cal, then keep your eyes out for this billboard --
Mammoth Mountain, a So Cal ski resort, has errected a billboard on the 405 that looks like a half-pipe. The billboard even features an airborne snowboarder in actual clothing.
This billboard launches Mammoth's new tagline - "Play Big."
In keeping with the new tag-line, Mammoth customers now receive a 7-foot-wide trail map in their VIP kits.
Created by David&Goliath.
Media buy handled by Initiative Media San Diego.
source: Amy Corr's MediaPost e-newsletter, "Out to Launch", Wed. Jan. 4, 2009.