ANCHORAGE, ALASKA Many Americans consider visiting Alaska to be a once-in-a-lifetime trip.
Now tourism officials in the state have taken that view one step further with a new promotion called "Alaska B4UDIE" - before you die.
The slogan, shown on a picture of Alaska's classic license plate in blue letters on a bold yellow background, is being put on billboards in Seattle, Los Angeles and Minneapolis, which are top markets for Alaska-bound tourists.
"People say time after time that Alaska is on the list of places they want to go," said Alaska Travel Industry Assn. spokesman Dave Worrell. "We want to get people thinking about Alaska now rather than later."
The campaign was launched just as Alaska's busy warm-weather tourism season was ending because this is the time of year when people start planning their trips for next spring and summer.
"'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."
A travel-planning Web site can be found at www.alaskab4udie.com or call (800) 862-5275 for a free guide.