Times Square is seen nearly empty as daily life continues amid the coronavirus outbreak on May 08 2020 in New York City. (Photo by John Lamparski/Getty Images)

NYC & Company, the marketing organization for the city, has formed its own coalition aimed at reopening and marketing entertainment and tourism-dependent businesses.

The coalition is led by Charles Flateman, executive vice president of the Shubert Organization and chairman of NYC & Company, and co-chaired by Lin-Manuel Miranda. Charlotte St. Martin, president of the Broadway League, is part of the steering committee.

The Coalition for NYC Hospitality & Tourism Recovery plans to create marketing and advertising campaigns for sectors including theater and other live entertainment, as well as retail, sports, attractions and hospitality. It will also contribute ideas on reopening plans and create public information campaigns.

“Informed by medical expertise and social distancing protocols, the Coalition will focus on messaging, marketing and promotions with the goal of restoring the City’s brand and destination appeal,” Fred Dixon, president and chief executive of NYC & Co, wrote in an email to members.

The announcement of the coalition Wednesday comes after Mayor Bill de Blasio created advisory councils for reopening the city, including an Arts, Culture and Tourism council. The NYC & Company coalition was “formed to support city and state recovery planning,” referring to de Blasio’s council, as well as Gov. Andrew Cuomo’s business councils.

Additional co-chairs for the NYC & Company coalition include Ellen Futter, president of the American Museum of Natural History; Thelma Golden, director and chief curator of the Studio Museum in Harlem; Danny Meyer, chief executive of the Union Square Hospitality Group; and Peter Ward, president of the New York Hotel & Motel Trades Council.