Longoria writ large — in Nevada desert

Maxim creates 110-foot magazine cover with help from Vegas officials

	The 75-by-110-foot display just outside Primm, Nev., near the California state line
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updated 12:46 p.m. ET April 6, 2006

LAS VEGAS - For air travelers flying over southern Nevada this week, the view offers more than miles of dusty desert.

A giant, bikini-clad Hollywood star perched on the desert sands isn’t a mirage, but a recreation of a Maxim magazine cover.

The cover is made of a vinyl-mesh screen and reads, “THE ONLY MAGAZINE BIG ENOUGH TO BE SEEN FROM SPACE — AND ONLY IN VEGAS!” A barely dressed Eva Longoria, star of ABC’s “Desperate Housewives,” graces the 75-by-110-foot display just outside Primm, near the California state line.

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The cover is part of several days of events celebrating the magazine’s 100-issue milestone, including poker and golf tournaments at the Wynn Las Vegas hotel-casino, a Maxim public relations representative said this week.

Erika Yowell, a spokeswoman for the Las Vegas Convention and Visitors Authority, told the Las Vegas Sun that her agency is involved with the promotion because the magazine’s readers are a good target audience for the city.

Maxim is one of the “lad’s magazines” that feature scantily clad, but not nude, young female celebrities.