They don't need a huge advertising budget to get the word across: Stars on Ice has a "Shine Like Stars" program, where for getting businesses to put up posters, there's an invite to the practice.
Skate America could have given practice passes or even tickets to people for putting up posters in neighboring communities, colleges, etc.
"'Is this new BMW-designed sled the ultimate sledding machine for Langdon and Holcomb?' Leigh Diffey asked before the pair cruised to victory. I don’t know, but I know that sled is the ultimate Olympic Games product placement.." -- Jen Chaney
... until the Fan Club program came along and offered the same perks for ~$50.
That said, it's a great idea, if well-organized. I'm sure each LOC could find people willing to do the work.