Many businesses that operate in NYC will have a separate number for city callers.
I saw a van today that had it advertised on the side:
NYC Call 212-555-3333
Now someone had taken to add I ♥ in front of it so it read
I ♥ NYC Call 212-555-3333
No big deal, I see "I ♥ NYC" every five feet or so.
The piece de resistance was what someone added to the end: "Girls!" so it now read:
I ♥ NYC Call Girls! 212-555-3333