By Olivia Scheck
DNAinfo Reporter/Producer
MANHATTAN — A group of marketers hopes to bring a touch of New Year's Eve excitement to every midnight in Times Square.
The Times Square Advertising Coalition (TSAC), a trade association representing Times Square advertising stakeholders, announced Thursday the introduction of the "Midnight Moment," a nightly light display involving the areas digital billboards, beginning in 2011.
While the announcement failed to provide any specifics about what the Midnight Moment will entail, it did promise to deliver a "'must-see' event that becomes THE centerpiece of each evening along the Great White Way in the heart of NYC."
The Midnight Moment initiative is part of a multi-pronged campaign to celebrate Times Square advertising, according to a statement by TSAC.
The other aspects of the campaign include the launch of an annual awards program for Times Square advertisers and public art project, which will display local art works on Times Square screens.
