It’s “pothole season” so that must mean it is time for . . . a new billboard and advertising campaign by the PCA North Central Region promoting the advantages of concrete pavement and maintenance technologies.  Billboards strategically located on a pothole-riddled section of I-94 debuted yeseterday throughout the Twin Cities.  The signs proclaim:

 "Pothole Season:  It’s Not Your Fault. It’s Asphalt." 

Similar ads, appearing on bus shelters, include a QR code that leads viewers to a web site where they can send a letter directly to mayors and public works officials informing them that choosing concrete instead of asphalt is the smart choice for roads and the best use of taxpayer funds.

The ads will run for several weeks.  PCA also distributed news releases to local media outlets announcing the campaign and highlighting the advantages of concrete roads, including durability and low-maintenance costs.

In addition, regional promoters and allies plan to contact members of the Minnesota House and Senate Transportation Committees with specific details on how concrete roads incur fewer lifecycle costs than asphalt roads, resulting in a savings for the taxpayer and less time spent in traffic due to construction delays.

The billboard is pictured below. What do you think???????