The Peace Bridge is going into the advertising business.
Later this month, two new light-emitting diode billboards featuring advertising, public service announcements and travel alerts will be unveiled on the bridge.
The billboards, one visible to motorists entering Canada and the other visible to motorists leaving Canada, will be located on the Canadian customs plaza and are part of a strategy to expand the bridge's revenue sources.
Kenneth Schoetz, chairman of the Buffalo & Fort Erie Public Bridge Authority, said the new billboards will provide more than just advertising.
"We'll also be able to alert travelers of certain emergency situations, publicize future community events and better promote NEXUS, FAST and E-ZPass," Schoetz said Monday.
Work on the billboards began Saturday and is expected to be completed by the end of the month.
Peace Bridge officials said the billboards, which are 10 feet tall and 20 feet wide, will be located next to each other and were designed to complement current Peace Bridge aesthetics and building materials.
Once they are up and running, the screens will rotate nine separate images in 6-second intervals, with one of those images reserved for special announcements by the authority.
Authority officials said there are no plans for additional billboards on either side of the U.S.-Canada border.
The billboards are being installed by Paterson Outdoor, one of Canada's largest outdoor advertising companies.