With people bombarded with thousands of advertisements each day, static and still just doesn”t cut it anymore. That”s the philosophy behind new electronic billboards at Reno-Tahoe International Airport, which in a Times Square fashion change constantly to advertise the Grand Sierra Resort and Casino.

The new technology is allowing GSR to reach tourists with different messages without having to send employees each week to take down the old banners and hang new ones. They can, for example, program the signs to welcome bowling tournament players arriving on a noon flight, then change to advertise dinner specials for later arrivals.

“They do a little of everything,” said Dennis Wigent, vice president of public relations and communications for Image Base International, the marketing firm that put in the signs for the hotel-casino. “The software is capable of doing that. Retailers using this kind of sign can look at their inventory Monday, realize they are overstocked on an item, and display that item for sale with the signs. It gives the ability to be more promotional.”

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