Paradise is proud to announce that it has been selected as the first Agency of Record (AOR) for Discover Long Island, the region’s official destination marketing organization charged with furthering Long Island, New York’s thriving tourism economy. The largest and most populated island in the nation boasts a $6 billion visitor economy and is poised to become a top global tourism destination.
As part of the AOR scope, over the next three years, Paradise is tasked with providing strategic marketing, destination intelligence, creative development and media buying services to further expand the Discover Long Island brand and promote tourism to the region.
“After six years of rebranding and award-winning work to elevate our destination in markets across the globe, Long Island has welcomed a record number of visitors year after year,” said Kristen Reynolds, President and CEO of Discover Long Island.
“Our region is in a pivotal moment with game changing, transformative developments on the horizon – providing tremendous opportunities for our industry and Long Island’s economy. Now is the perfect time to amplify our efforts and extend our team by bringing an industry leading agency of record on board.”Kristen Reynolds, President and CEO of Discover Long Island
Some of the key projects planned for the region include East Side Access, the first expansion of the Long Island Rail Road (LIRR) in more than 100 years and its connection to Grand Central Terminal, in addition to Penn Station, as well as a faster commute to JFK Airport; a new LIRR station in almost 50 years to coincide with the New York Islanders’ first home game at the new UBS Arena in historic Elmont, the only arena in Metro New York built for hockey; and the $2.8 billion Midway Crossing project, a significant public-private undertaken that will connect the LIRR to MacArthur Airport in Islip.
Awarded “Best Social Media” in the nation by the US Travel Association, Discover Long Island produces engaging content, designed to attract consumers to area businesses, for 10 prolific social media channels which garner upwards of 10 million views annually. An early adopter of all social media platforms, the organization has two TikTok accounts, one of which garnered 6 million views last year alone.
Additionally, the tourism organization hosts a popular YouTube series, “Long Island TV,” as well as the “Long Island Tea” podcast, which was launched in 2020 and has been downloaded more than 11,000, in 28 countries. Its YouTube channel has 3,000 subscribers, the most of any other destination. It recently launched its’ first long overhaul campaign to Phoenix, in a bid to attract luxury and family travelers and plans to leverage the New Breeze airline’s new direct flights to Nashville, Tenn., and Charleston, South Carolina, among other national destinations.
“It is such an honor for our agency to enter a coveted partnership with one of the most recognizable tourist destinations in the U.S.,” said Barbara Karasek, CEO and Co-owner of Paradise. “Successful marketing is as much about data and intelligence as it is about creative ideation, evidenced by our track record of increasing the tourism economy in the communities our clients’ serve. We’re thrilled to be working with a group of marketers who understand that creativity and destination intelligence beLONG together to attract the elevated and responsible traveler, while delivering innovative solutions.”