A plan to put a GEICO billboard over the George WashingtonBridge toll booths has been cancelled after it received severecriticism from local officials on both sides of the span.

In a statement, the Port Authority of New Jersey and New Yorksaid it would not go ahead with plans to place a billboard over theupper level toll booth canopy in New Jersey.

The 68-foot-wide sign would have read, "GEICO: Drivesafely."

"Ultimately, the agency determined that the benefits of thissponsorship were not worth the potential negative impact on ourlong-term goals or reputation as responsible stewards of theregion's infrastructure," the Port Authority said in astatement.

The advertising was part of a pilot program by the authority tofind new sources of revenue, said a department spokesman.

The Port Authority is an independent agency that operates thebridges, tunnels and airports in the New Jersey and New Yorkmetropolitan area.

The spokesman, Tony Ciavolella, said since the terrorist attacksof Sept. 11, 2001, the authority, which receives no funding fromeither state and relies wholly on toll and other revenues collectedfrom its operations, has spent $2.3 billion for added security.

The ad program is part of a search to enhance the authority'srevenue, he said. There are other advertising plans in the worksnot connected to GEICO, Mr. Ciavolella added.

"These are new programs where the agency is attempting someuntested efforts, and in this case misjudged the negative reactionfrom the community and public officials," the Port Authoritysaid.

The advertising program was expected to bring in $1.2 million inrevenue over two years. It would have included signs in the tollbooths and mailings sent out to E-ZPass customers.

Former Governor and New Jersey State Senate President Richard J.Codey, D-Essex, was planning hearings on the GEICO arrangement.

New Jersey Assemblyman Neil Cohen, D-Union, a critic of the dealand earlier plans with the New Jersey Turnpike Authority to sendout GEICO mailings to E-ZPass customers, said he felt it was aconflict of interest between insurers and state officials.

New Jersey Gov. Jon S. Corzine was also said to be looking intothe arrangement

A request for comment from GEICO was not returned.