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Listen to this articleA new ad campaign from Discover Long Island, the region’s largest tourism marketing organization, aims to position Long Island MacArthur Airport as the airport of choice for travelers from Florida this holiday season.
The #IYKYK (If You Know You Know) campaign touts the recently expanded direct flights from cities including West Palm Beach, Sarasota, Orlando, Ft. Lauderdale, Vero Beach, and Ft. Myers through JetBlue and Breeze Airways to and from MacArthur.
The campaign highlights MacArthur as an affordable and convenient “premier entry point” to Long Island and its fall and winter offerings. Through digital marketing, it directs would-be travelers to a customized Discover Long Island website that features information on flights, hotels, downtowns, happenings, vineyards, shopping, dining and more.
“Discover Long Island is thrilled to launch this new and creative #IYKYK campaign that educates visiting friends and relatives from Florida about the many new opportunities available to fly directly and affordably into Long Island MacArthur Airport this holiday season,” Discover Long Island President and CEO Kristen Reynolds said in a news release about the new campaign.
“While Long Islanders love the new flight connections to Florida, it’s equally important to fill the planes coming into Long Island and this new campaign tugs at the heartstrings of former Long Island residents who are missing home while showcasing the year-round beauty and magic of our region to prospective new visitors,” she added.
“Long Island offers an incredible variety of experiences and MacArthur Airport’s new routes make it easier than ever for visitors to discover all we have to offer,” Islip Town Supervisor Angie Carpenter said in the news release.
“Strong ridership on incoming flights is absolutely essential to sustaining and expanding our air service, ultimately boosting our local economy,” Carpenter added. “The expansion of air service at ISP, combined with the strong support of our community, creates an exceptional opportunity to showcase Long Island as a premier destination, while providing convenient travel options for residents, businesses, and visitors.”
The campaign is designed to reach Long Islanders now living in Florida, by highlighting distinct experiences in Nassau and Suffolk counties, including the region’s iconic landmarks, traditions, and sayings such as the “Big Duck,” “The End” and BECSPK (bacon, egg, cheese, salt, pepper, ketchup”). The campaign encourages this market to book a direct flight from Florida to Long Island and also aims to foster a desire for those not familiar with the local terms to learn more about Long Island by visiting.
In addition to the customized website for would-be travelers, the campaign also features targeted digital advertising, deploying geotargeted Google Search and display ads, optimized for mobile, to reach Florida travelers actively seeking holiday destinations. Display ads on the travel app Hopper, combined with remarketing powered by Google AI, will be used to engage and re-engage potential visitors. Through social media, the campaign leverages video and ads that highlight family, luxury and local experiences to attract those considering a quick holiday getaway.
The campaign is part of Discover Long Island’s ongoing effort to highlight the regions as a year-round destination.
