Rubenstein will help develop messaging for the Coalition for NYC Hospitality & Tourism Recovery, which launched May 13 to promote the Big Apple when it opens for business in the aftermath of the COVID-19 crisis.

NYC & Co., the city's official destination marketing organization, unveiled the Coalition on May 13 to develop PR and marketing communications and public information campaigns to spur a sense of confidence and safety.

The goal is to "revitalize and reaffirm the city's brand positioning around the world following this most challenging time."

Five co-chairs helm the Coalition. The are Lin-Manuel Miranda, actor and creative behind "Hamilton;" Ellen Futter, American Museum of Natural History president; Thelma Golden, The Studio Museum, director/chief curator; Danny Meyer, Union Square Hospitality Group CEO and Peter Ward, New York Hotel & Motel Trades Council president.