Hyundai's Times Square billboard in Manhattan will soon be joined by a new outdoor campaign from the Korean automaker's sister company, Kia. In preparation for the arrival of the all-new 2011 Sorento, Kia has announced that it has secured a 60 by 40 foot billboard showcasing its CUV / SUV at the intersection of Broadway and Seventh Avenue in Times Square. The new advertisement will become visible when the famed ball drops on New Year's Eve.

"From tourists and theatergoers to the New Year's Eve ball drop, millions of people from all over the world will get their first glimpse of the all-new Sorento, the latest chapter in Kia's design-led brand transformation," said Michael Sprague, vice president of marketing, KMA.

"Kia Motors' U.S. marketshare is growing quickly, and establishing a presence in America's most iconic advertising venue is a natural fit for the first Kia vehicle to be built on U.S. soil."

The Korean automaker said that in addition to the Times Square campaign, the new Sorento is also the "Official Vehicle of the NBA" for the current basketball season.