The creative direction is inspired by the story of Newsies, which is set in turn-of-the century New York City. Newsies is the rousing tale of Jack Kelly, a charismatic newsboy and leader of a band of teenaged "newsies." When titans of newspaper publishing raise distribution prices at the newsboys’ expense, Jack rallies newsies from across the city to strike against the unfair conditions and fight for what's right.

As a way to engage with festival attendees, historical newspapers with witty headlines were created and scattered throughout the banner. Interactive stations were distributed around the exhibit, giving attendees an opportunity to snap a photo or create their own clever newspaper headlines to share with the world. In addition, Broadway director Jeff Calhoun and choreographer Christopher Gattelli made a special appearance at the exhibit to witness the action and interact with their fans.