North Carolina marks the latest state to consider taking advantage of a provision under the last highway bill that allows states to sell advertising and sponsorships at rest areas.
The North Carolina Department of Transportation said that it aims to bring in a few million dollars a year from the sale of advertising and naming rights that would appear on highway shoulders, rest areas, ferry boats and department websites.
NCDOT plans to launch its commercial endeavor by recruiting a corporate sponsorship for the state's fleet of 82 yellow Incident Management Assistance Patrol trucks, whose drivers rescue stranded motorists and help clear accidents on busy freeways, according to published reports.
DOT reportedly plans to invite marketing firms to bid for the right to recruit a corporate sponsor for the IMAP truck fleet.
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