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

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

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

"Ultimately, the agency determined that the benefits of this sponsorship were not worth the potential negative impact on our long-term goals or reputation as responsible stewards of the region's infrastructure," the Port Authority said in a statement.

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

The Port Authority is an independent agency that operates the bridges, tunnels and airports in the New Jersey and New York metropolitan area.

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

The ad program is part of a search to enhance the authority's revenue, he said. There are other advertising plans in the works not connected to GEICO, Mr. Ciavolella added.

"These are new programs where the agency is attempting some untested efforts, and in this case misjudged the negative reaction from the community and public officials," the Port Authority said.

The advertising program was expected to bring in $1.2 million in revenue over two years. It would have included signs in the toll booths 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 deal and earlier plans with the New Jersey Turnpike Authority to send out GEICO mailings to E-ZPass customers, said he felt it was a conflict of interest between insurers and state officials.

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

A request for comment from GEICO was not returned.

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GEICO's George Washington Bridge Ad Cancelled

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