Perhaps the most extensive outdoor advertising program to promote tourist air travel ever attempted to a community has been launched by the Reno, Nevada, Chamber of Commerce. Some 76 highway signs in full color are being located in the far west near sources of Reno tourist traffic. The signs are designed primarily to encourage short weekend trips to "the biggest little city in the world" by people who do not have time to drive or travel by rail or bus. Located in the San Francisco, Los Angeles, Sacramento and Las Vegas areas, the signs show the flight time in minutes to Reno from the nearest airport. The Reno publicity program was inaugurated at a time when the airlines themselves are making record advertising outlays. Eastern Air Lines, for example, plans to increase its advertising budget more than 25 percent in the next seven months, compared to the same period last year.
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