HBO has finally confirmed long-held suspicions that the final season of Game of Thrones will launch next April. This is a month many Thrones fans have had circled for some time now, thanks to deductive reasoning, comments from the cast, and the show’s desire to be eligible for one last go at dominating the Emmy Awards in 2019. Still, a confirmation is nice—and this one also comes with a snazzy teaser and an all-new final-season campaign.

The teaser has no new footage, but it is a fun reminder of both the stumbles and victories that have placed all the remaining players where they are on the board for the last big battles for Westeros.

This new campaign—which will also involve a massive takeover of Grand Central Station and the unveiling of multiple character posters—comes with a new, hashtag-friendly slogan: “#ForTheThrone.” Song of Ice and Fire author George R.R. Martin is well known for his pithy, motto-esque sayings, like “Winter Is Coming,” “The North Remembers,” and ”Fire and Blood.” But like most things pertaining to the story these days, this new phrase is purely a show invention. It was never a rallying cry of Martin’s characters in the novels.

In fact, some might suspect that attaching so much of the final season’s significance to who winds up on the throne is a bit of a bait and switch. Several popular theories hold that the throne actually won’t matter in the final clash of kings in Westeros. If the Night King and his undead army (including their ice dragon) make it all the way to King’s Landing, the throne itself might wind up a puddle of molten steel when all is said and done. (Though early reports indicate the final clash will happen at the Northern Stark ancestral home of Winterfell.) “For the Throne” is catchy, but last season’s HBO motto, “Rally the Realm,” might be more in line with what Daenerys and Jon, at least, think is of utmost importance as the threat from the North approaches.

Still, it’s perhaps best to acknowledge that HBO is driving the rhetoric for the end of A Song of Ice and Fire—not Martin. In a recent interview with The Guardian, the author spoke plainly about the ways in which he’s been struggling to complete the next written installment in his saga, which is already lagging several plot turns behind the HBO series. Instead, Martin is putting out a Targaryen history titled Fire & Blood, which, he explained, was much simpler for him to write: