What Would Edward Abbey Think?

Travel Blog  •  Michael Yessis  •  11.24.04 | 6:00 PM ET

Last September a group of international travelers descended on southern Utah to traverse canyons and ride horses and smoke their brains out. They went to Moab on a junket sponsored by Philip Morris, a company that has used the rugged land of the American southwest as a backdrop for its Marlboro cigarette ads since the early 1960s. The “winners” of the promotion were flown in from around the world - no Americans allowed - for 12 days of adventure, which was recorded for potential use in upcoming ads. The event drew the attention of L.A. Times reporter Charles Duhigg for many reasons, including the fact that this orgy of exploitation and commercialism takes place on public land. His story offers a fascinating look at the power of landscapes and multi-national corporations. It’s also absurdly funny. For instance, this quote from Philip Morris executive François Moreillon: “We want the winners to experience the freedom of America. And we find this is easiest when Americans are not part of the event.”



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