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Long Island And New York City Tourism Organizations Forge First Time International Marketing Collaboration

September 18, 2017 Destination North America No Comments Email Email

Discover Long Island and NYC & Company are joining forces through way of a formal collaboration to promote NYC+, a concept that highlights Long Island as “New York City’s Beachfront Backyard.” international marketing campaign targets Canada and Australia, two proven visitor source markets for New York, and is a new model for regional promotion that provides New York City visitors with inspiration to extend and enhance their stay by experiencing additional New York destinations.

The NYC+ collaboration, funded by an Empire State Development Regional Economic Development Council grant, launches in September 2017 and consists of Long Island digital placements and content on that positions Long Island as a charming, beachfront contrast to the urban, chic NYC experience. Additional activations in Canada and Australia will target travel trade and media for additional exposure.

New York City and Long Island are the top two destination drivers for New York State, comprising of nearly 75% of all state-wide traveler spending in 2016, according to a recent report by Tourism Economics. Through this alliance, the two destinations aim to boost extended stay travel from the Australian and Canadian markets, drawing more interest in New York City overall and awareness to its beachfront backyard, Long Island.

Long Island and New York City are a perfect combined destination for the international visitor. The iconic NYC experience is on every traveler’s bucket list and the ability to connect Long Island to that vacation aspiration is an immeasurable opportunity for our destination,” said Kristen Jarnagin, President & CEO, Discover Long Island. “New York City welcomes more than 60 million visitors per year; this partnership will allow us to generate further awareness for Long Island, showcasing the diversity and breadth of our destination and how a visit to our shores complements the ultimate New York City vacation.”

New York City and Long Island are both attractive and welcoming destinations for international travelers, and we look forward to collaborating with Discover Long Island on this exciting new initiative to encourage more incremental Canadian and Australian visitation to the region,” said NYC & Company President & CEO Fred Dixon.

The Regional Economic Development Council initiative (REDC) is a key component of Governor Andrew M. Cuomo’stransformative approach to State investment and economic development. In 2011, Governor Cuomo established 10 Regional Councils to develop long-term strategic plans for economic growth for their regions. The Market New York grants distributed by the REDC were established to strengthen tourism and attract visitors to New York State by promoting destinations, attractions and special events.

“This first-time Long Island and NYC collaboration is a perfect example of how Regional Economic Development Councils are working together to Market New York,” said Long Island Regional Economic Development Council Chair and Long Island Association President & CEO, Kevin Law.  “Innovative collaborations such as marketing Long Island and NYC as a combined destination to international audiences benefits not only the prospective visitor, but the economies of both destinations that rely on tourism for tax revenues and job creation. A key initiative of Governor Cuomo is to leverage the economic opportunities of New York City for statewide benefit and to share services for maximum returns, and this serves as a model for how that can be achieved.”

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