A new billboard campaign is reminding would-be tourists that someday it really could be too late to visit the northern frontier.

The billboards in Seattle, Los Angeles and Minneapolis proclaim "Alaska B4UDIE" - or Alaska, before you die.

The Alaska Travel Industry Association launched the monthlong, $180,000 campaign Monday.

"People say time after time that Alaska is on the list of places they want to go," said association spokesman Dave Worrell. "We want to get people thinking about Alaska now rather than later."

The campaign uses a simple 14-foot-by-48-foot sign, and the slogan is written on the state's classic license plate - blue letters against a bold yellow background.

"In 17 years of marketing Alaska tourism, this is the first time we're not featuring wildlife or Alaska scenery," said Debbie Reinwand, with Bradley Reid & Associates, an Anchorage-based ad firm working with the nonprofit association.

"This is edgy. We want people to have that 'ah-ha' moment, like in, 'Ah-ha, I do need to go there.'"