Coco Goes Up In Times Square

But why???
Model Coco Rocha tweeted a picture of a massive billboard in Times Square with her fabulous self plastered all over it.
The picture included a cryptic message saying:

I’M UP IN TIMES SQUARE!!! And there’s a BIG surprise reason why, any guesses?!?

If we had to guess it has something to do with Marie Claire. Other than that, we’re puzzled.
Guess we’ll just have to wait for the big announcement.