NY Forever Nonprofit Has Big Backing from Real Estate Industry

Risa Heller and Jonathan Rosen launched NY Forever earlier this week. (Risa Heller, Berlin Rosen)

Jonathan Rosen and Risa Heller launched NY Forever earlier this week. (BerlinRosen, Risa Heller)


Two PR vets with deep ties to the real estate industry are trying to change the narrative that New York is dead — and they’ve tapped their industry contacts to help bolster the case.

Risa Heller and Jonathan Rosen this week launched nonprofit NY Forever with a social media campaign featuring a video of notable New Yorkers — including comedians Jerry Seinfeld and Ilana Glazer, Barneys creative ambassador Simon Doonan and Nom Wah Tea Parlor restaurateur Wilson Tang — swearing loyalty to the city.

It continued Thursday with prominent city buildings such as One World Trade Center and One Bryant Park lighting their facades in the campaign’s signature colors.

The choice of buildings was not random: The campaign’s corporate partners include a bevy of real estate developers and firms including the Durst Organization, which operates those two properties, as well as RXR Realty, TF Cornerstone, Silverstein Properties, the Real Estate Board of New York and others.

The campaign is the brainchild of industry vets Rosen, a former adviser to Mayor Bill de Blasio and the co-founder of PR firm BerlinRosen, and Heller, who runs the PR

Read More