Despite the New York State Gaming Commission being scheduled to award three highly prized New York casino licenses later this year at the earliest, the Times Square bid group of Caesars, SL Green, and Jay-Z’s Roc Nation are not resting on their laurels.

Jay-Z’s world-famous entertainment agency Roc Nation stated it had launched the educational advertising campaign in response to an attempt by “conflicted parties [to] spread misinformation.”

The Brooklyn-born music and entertainment icon’s firm took to Twitter with a letter addressed directly to New Yorkers outlining the pros of a Caesars Palace Times Square casino.

Roc Nation also ran costly full-page ads in the New York Post, the New York Daily News, and Amsterdam News as it drew significant first blood in what is sure to be an increasingly visible publicity war.

The Caesars, SL Green, and Roc Nation bid is, so far, easily the most visible and engaging pitch. Strategically embracing New York culture from the get go, Jay-Z said in December that Caesars Palace Times Square would be a destination “at the heart of the true crossroads of the word.”

the casino “will benefit all of New York”

On Thursday, Roc Nation went a step further, saying the casino “will benefit all of New York—the hotel and restaurant workers in the area, retailers and surrounding neighborhoods.” The letter also stated the Times Square bid commits $115m for “diverse theater programs that include daycare for Broadway workers and their families.”