today-bw-logo-4_3_r560“Today” is out with a week-long promotional blitz with eyes on retaking the morning news lead from “GMA,” The New York Times reports.

Beginning today, the network is debuting a promotional campaign that will appear across parent company Comcast-owned media companies, featuring a new show tagline: “Rise to Shine.”

Those words can cover a multitude of meanings for a show that starts at sunup, but the subtext is unmistakable: NBC wants — and surely needs — its flagship news program to rise again.

“The ‘Today’ show is the crown jewel,” said Deborah Turness, the new president of NBC News. “In my universe it is absolutely No. 1. My priority from the day I walked in the door in August was to rebuild the show and get it back to the top.”

There will be two other weeks this year with similar campaigns for “Today.”

The show also launched “Shine a Light” this morning, a year-long community service initiative to give back to communities. Watch after the jump.
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