Toshiba expects to generate substantial publicity for its brand and products by positioning the signboard in Times Square, which is visited by more than 50m tourists and business people a year.
The display, which features the date, is part of a global campaign to promote recognition of the Toshiba brand, especially as it competes for laptop sales over Christmas.
The signboard sits on top of One Times Square building, 285 feet above the crowds of Times Square, overlooking the intersection of Broadway and 42nd Street.
The annual New Year countdown is broadcast worldwide and the One Times Square building is one of the most popular spots in Manhattan.
Toshiba plans to make full use of LEDs in visual displays of its corporate message, to promote products and brands for different times of the year, and to send out messages in tune with the seasonal changes of New York.
As part of its expansion plans, Toshiba has signed contracts with Guo Jingjing, the Chinese diver, and Yelena Isinbayeva, the Russian pole-vaulter, to promote its products globally.
Toshiba also plans to install neon signs in Hong Kong and advertising close to London's Heathrow Airport.
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