Go To Alaska 'B4UDIE'

A new billboard campaign is reminding would-be tourists that someday it really could be too late to visit the United States' northern frontier.

The billboards in Seattle, Los Angeles and Minneapolis proclaim "Alaska B4UDIE" — or Alaska, before you die.

The Alaska Travel Industry Association launched the monthlong, $180,000 campaign Monday.

"People say time after time that Alaska is on the list of places they want to go," said association spokesman Dave Worrell. "We want to get people thinking about Alaska now rather than later."

The campaign uses a simple 14-foot-by-48-foot sign, and the slogan is written on the state's classic license plate — blue letters against a bold yellow background.

"In 17 years of marketing Alaska tourism, this is the first time we're not featuring wildlife or Alaska scenery," said Debbie Reinwand, with Bradley Reid & Associates, an Anchorage-based ad firm working with the nonprofit association.

"This is edgy. We want people to have that 'ah-ha' moment, like in, 'Ah-ha, I do need to go there."'

Many daredevils are attracted to the state for such death-defying thrills as mountain climbing or extreme backcountry skiing, but organizers don't equate such activities with the new travel theme.

"'Before you die' is such a common theme today that it's not morbid," Worrell said. "We certainly don't mean it that way. If anything, it's more in a fun spirit."

Beside posting its message on signs, the travel group also has set up a Web site offering trip planning links.

The nonprofit association is funded by the travel industry and the state. It represents more than 1,000 travel-related businesses.