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More than a year ago, all Broadway theatres closed, putting 90,000 people out of work and curtailing the $13 billion economic impact Broadway has on New York City. But after a year of devastation, the theatre lights are getting ready to illuminate once again.

For the first time in Broadway’s iconic history, all the key players from unions to producers to theatres have come together to create an integrated marketing campaign designed to get attendees back into Broadway theatres. The campaign is a first of its kind as it establishes a consumer facing brand and visual identity for Broadway.

From a website that provides access to all the incredible shows on Broadway, to an anthem film voiced by Oprah Winfrey that uses archival footage to tell the story of why Broadway is so special, the campaign invites people back to the unique experience.