They didn't say but I am assuming going East as you get close to 388A. I am at work but I'll look for it later. I think that spot looks like where the interstate starts to elevate right before you hit the city. Hence the height of the board vs the road in the picture.
I remember in the 90's that the local UT alumni chapter paid for the billboard that you walk past toward the Liberty Bowl before a UT-Memphis game. The sign read "This is Big Orange Country."
One of those signs needs to be placed as close to James Franklin's office as possible, just as a pleasant reminder that there's a new sheriff in Knoxville.