More than a month and a half after announcing Janet Jackson as the newest Legend to grace the “What Becomes a Legend Most?” campaign, the media coverage and awareness continues to build.

On Wednesday, September 1, the “What Becomes a Legend Most?” billboard containing Janet Jackson was unveiled in Manhattan’s Times Square. Occupying one of the city’s most prestigious pieces of real estate, the billboard takes up two sides of a very busy corner space. In such a high-traffic area, these images are literally being seen by hundreds of thousands of people each day.

The billboard will remain in this spot until the end of September, before moving to a different Times Square location until January 1.