It’s a marketing strategy encouraging a town more than 550 kms from the nearest ocean to invest in budgie smugglers. That distance considers Karumba, in the Gulf of Carpentaria. 

The board is around 15 kilometres east of Mount Isa, near the Lake Julius turnoff. 

The board was installed on Wednesday by brand Budgy Smuggler and will remain in its current form until Christmas.

The brand made good on its promise to install a billboard acknowledging Australia’s inaugural Most Ordinary Rig winner. 

It declared that the first 50 people to have a photograph with the billboard in their smugglers would win a $50 voucher, and encouraged visitors to the region. 

The brand’s favourite picture will then cover the billboard. Basically, it would be a billboard of a picture of a billboard.

“You’d want to pack a lunch if you are planning to do the drive for a swim after checking out the sign,” Budgy Smuggler said. 

“We’re hoping anyone and everyone gets there to get a picture.

“We will put up the picture of you in front of the billboard on the billboard for the following month.

“We leave it in your hands. Go make art.” 

On Wednesday night Stacie Campbell was the first to claim a voucher.

“Did the night mission seeing as I had my cougarbaits on seeing if I could find a wild one...had fun in the long grass getting to it,” Mr Campbell said.  

He was soon followed by Tom Robertson, who wore a hard hat and carried a pick axe in the photograph. 

Mr Leyden said the marketing strategy was “genius”.

“It is promoting Mount Isa in a big way, I won’t be surprised to see true die hard smugglers flock to the Isa to get their own billboard of the billboard.” 

The billboard announcement prompted Mount Isa businesswoman Lenore Saunders to suggest that former Prime Minister Tony Abbott should visit the Isa to strike a pose.