MILWAUKEE (CBS 58) -- Milwaukee is kicking off 2023 with a 35-foot-tall billboard in New York City's Times Square.

The advertisement focuses on National Geographic making Milwaukee part of its Best of the World list for travel destinations.

Located at 1540 Broadway, the billboard will feature a 15-second video running four times every hour. It will showcase Milwaukee's lakefront, James Beard award-winning cuisine and diverse attractions, according to VISIT Milwaukee.

“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 be up until Jan. 1.