Irvine-based Mazda North American Operations has unveiled a billboard in New York’s Times Square, where its latest model will get plenty of exposure during the upcoming New Year’s Eve celebration—a traditional magnet for tourists and media.

The LED billboard includes moving and still images promoting the automaker’s 2014 Mazda6 sedan.

It’s the first billboard in Times Square for Mazda, and is set to run through March 31.

The Mazda6 was redesigned to include Mazda’s SKYACTIV fuel-saving technology with an exterior modeled after the company’s TAKERI sporty concept car. The model goes on sale Jan. 2 and has a starting price of about $21,000.

The company sold 35,711 Mazda6 cars last year, making it the automaker’s second best-seller after the Mazda3 compact.

Mazda didn’t disclose how much it spent for the Times Square billboard. The automaker spent $187.4 million on advertising last year, according to New York-based advertising and marketing research company Kantar Media.