Rather than keep motorists away, however, the moniker piqued curiosity—thanks in part to the Nevada Commission on Tourism. The public relations director at the time saw an opportunity in the article and released a Highway 50 survival guide the same month the Life article came out, rewarding visitors to the area with a certificate of survival signed by the governor. Highway signs touting the qualifier went up along the route at the same time, and it graduated from opinion to slogan.
— Read on www.nationalgeographic.com/travel/destinations/north-america/united-states/nevada/pictures-loneliest-road-america-route-50/