MEDIA
10/18/2008 05:12 am ET Updated May 25, 2011

CBS Goes Out-Of-Home To Promote Fall Season

Hoping to stand out among the clutter, the nets have embarked on another round of viral marketing stunts to launch their fall shows.

Travelers flying in and out of LAX, for example, can't help but notice a gigantic ad for CBS' "The Amazing Race" painted over the roofs of three buildings, all in a row.

"We're right on an active approach path," said CBS marketing topper George Schweitzer. "So we've gotten plenty of reports from people who have seen it. It organically fit 'The Amazing Race,' and we thought it would be a fun thing to do."

The Eye is also slapping promo messages on thousands of eco-friendly, biodegradable hangers that have been handed out to dry cleaners in New York and Los Angeles.

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