No matter who you ask, opinions vary on what makes Milwaukee special.
"The historic buildings, stores, the food," said Milwaukee resident Julio Rodriguez.
For Minnesota native Lexi Mueller, it's the lakefront and all the activities to do that have made Brew City a great place to call home.
"I love Milwaukee," Mueller smiled.
Now, imagine -- Milwaukee being showcased in front of millions of people in one of the busiest intersections in the world. Well, it's happening right now in Times Square in New York City.
VISIT Milwaukee announced Thursday it will kick off the new year with a 35 x 23-foot billboard in Times Square. It will capitalize on National Geographic naming Milwaukee to its "Best of the World" list as a destination to travel to in 2023. The list only names 25 destinations.
The billboard, located at 1540 Broadway, will showcase the city's lakefront, James Beard award-winning cuisine, and diverse attractions.
WATCH: VISIT Milwaukee says this 15-second video will run four times every hour. The video will run four times every hour until New Year's Day.
VISIT Milwaukee Director of Communications Claire Koenig hopes the video will capture the attention and entice travelers to visit and maybe live.
"There's no better way that I can think of to say I love this and I'm so proud of it," Koenig said.
The billboard is just one of many marketing initiatives VISIT Milwaukee is taking on. Other campaigns for the new year include a four-episode television show beginning Feb. 23, an expanded partnership with Milwaukee Bucks star Bobby Portis, and continued promotion of the Milwaukee Theater District.
“Milwaukee’s incredible moment in the spotlight thanks to publications like National Geographic is monumental, but we want to keep that momentum building through 2024,” said Josh Albrecht, vice president of marketing and communications for VISIT Milwaukee. “What better way to do that than with a billboard in one of the busiest intersections in the world over New Year’s Eve?”
The billboard will run through Jan. 1.
