Maxim Magazine Cover - In April 2006, to
celebrate its 100th issue, Maxim magazine
commissioned a 75-by-110 foot (23-by-33-metre)
mockup front cover featuring the gorgeous
bikini-clad image of actress Eva Longoria (of
"Desperate Housewives" fame).
Made of vinyl mesh screen, the giant cover
(which took nine workers more than 15 hours to
build) was placed in the dusty desert outside
the town of Primm - 35 minutes south of Las
Vegas near the California/Nevada state line.
Airlines passing over were invited to gaze upon
this over-sized piece of print art.
Longoria, who topped Maxim magazine's Hot 100
list last year, said: "I guess space is no
longer the final frontier. I am flattered, to
say the least, to be TV's Sexiest Earthling."
Text on the cover read: "THE ONLY MAGAZINE BIG
ENOUGH TO BE SEEN FROM SPACE?...AND ONLY IN
VEGAS!" One website reported "this is the first
time this desert has seen mounds this big since
the last sandstorm."
The Maxim cover stunt was part of several days
of events celebrating the magazine's 100-issue
milestone, including poker and golf tournaments
at the Wynn Las Vegas hotel-casino. The event
was co-sponsored by the Las Vegas Convention and
Visitor's Authority whose spokesperson, Erika
Yowell, reported that her agency was involved
with the April promotion because the magazine's
readers ("horny young men") are a good target
audience for the city.
Other corporations have used oversized
advertising. For example, to commemorate Apple's
30th anniversary, the company placed an image of
an iPod (roughly one million square yard) on an
abandoned mineral mine in Australia. Target, the
retail store chain displayed an image of their
bulls-eye corporate logo on the top of a
building. And the KFC Chicken franchise
showcased a makeover of their Harland Sanders
Logo by creating a giant image which also can be
seen from space via the Google Earth or other
satellite map services.
on Building Top
KFC Logo in
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