New York City’s new comeback campaign, “We Love NYC,” is a New York-first effort, said Kathy Wylde, president and CEO of the Partnership for New York City.

Wylde appeared on “Mornings On 1” Tuesday, one day after her nonprofit teamed up with Mayor Eric Adams and Gov. Kathy Hochul to announce the new campaign, and explained this effort isn’t about tourism like the “I Love NY” campaign of the 1970s.

“We want to focus on New Yorkers to start with, we can't sell what we don't believe in. And so, ‘We Love New York City’ is really focusing on New Yorkers and saying – and reminding us – what's great about the city, what we love about the city,” she said.

“Our focus is start local,” she added, saying that the campaign was born out of a desire to promote the positives of New York City “coming out of this negative pandemic.”

The campaign will look to get New Yorkers civically engaged through volunteer work at public parks and shelters. It will also promote small local businesses and music through the MTA’s Music Under New York, city officials said.

Local officials have said the campaign will cost $20 million.