TV
LONG ISLAND, NY (June 25, 2025) - Discover Long Island (DLI), the region’s only accredited destination marketing organization, has unveiled its 2025 Summer Leisure Campaign inviting visitors and locals alike to dream of their perfect summer getaway, then dive into the unparalleled experiences that make Suffolk County Long Island the ultimate summer playground. Summer Leisure focuses on three key objectives to highlight the region’s diverse offerings and drive year-over-year visitation growth. The campaign aims to showcase the unique personality, culture, and sun kissed spirit of a Long Island summer through visually compelling content such as the new Summer Dreams creative video spot; create new experiences for visitors to continuously enhance Long Island’s tourism offerings; and produce engaging storytelling that positions Long Island as a vibrant, year-round destination.
Building off of the organization’s successful “BeLong on Long Island,” campaign, this summer campaign continues to invigorate deep emotional connections to the region and creates opportunities for Discover Long Island to further communicate Long Island’s character and culture to the target audience. The organization has worked with creative agency JNS Next, to reimagine and elevate DLI’s existing “BeLong” creative video spot, and put together a new, dreamy aspirational vision of summer on Long Island in DLI’s latest streaming ad called Summer Dreams. This video is a beautiful extension of DLI’s original summer creative spot, featuring aspiring viewpoints that focus on fast-paced, fun-filled inspiration for how to enjoy the ultimate summer vacation on Long Island. The summer campaign also encourages visitors and locals to “BeLong” with trip inspiration paired with taglines such as “Be a Foodie,” “Be Adventurous,” “Be Together,” and much more.
Target audiences for this campaign include everyone from families looking for adventure to the affluent seeking a leisure escape from target drive markets which have shown tremendous growth this year per data from market research consultancy, Longwoods International. These markets include New York City, Philadelphia, Boston, Washington DC, Albany, and beyond.
“Suffolk County Long Island has something for every kind of summer traveler,” said Discover Long Island Interim President & CEO, Mitch Pally. “With this campaign, we’re weaving together the draw of our award-winning beaches and wineries, picturesque outdoors and county parks, world-class culinary scene, as well as our endless opportunities to be adventurous, all into one seamless experience ensuring that every visitor discovers their favorite aspect of summer on Long Island.”
Key campaign elements include:
- Digital Advertising: Utilizing geotargeted display ads, optimized for mobile, to deliver messaging across multiple touchpoints to the target audience, no matter where they are, further enhancing awareness of the region and the DLI brand. Geotargeted digital ad placements include Google search, the Wawa Festival in Philadelphia, The Boston Pops, NYC Pride Parade, and LI Ferries throughout the summer. Strategically placed streaming ads on Amazon Prime, Disney+, Paramount+ and more, will engage and re-engage potential visitors. In addition to championing streaming ads, DLI also remains present on linear broadcasts inclusive of cable networks such as TNT, USA, TBS, and Hallmark.
- Targeted Print & Aerial Advertising: The campaign messaging is placed in well-recognized print publications such as both Philadelphia and Boston Magazines, designed to reach a national audience in specific markets throughout the season. For visitors already present in the region, aerial banner advertising across Long Island beaches during summer Sundays will help reinforce Summer Leisure messaging and encourage individuals to download the DLI app.
- Social Media Push: Using Facebook and Instagram, Discover Long Island will leverage video and carousel ads that highlight family, luxury, and local experiences to attract those within target markets who are considering a summer getaway.
- Customized Website: Discover Long Island’s website homepage has been transformed to focus on “Summer on Long Island,” messaging featuring inspiration, information, and direct links to summer events and attractions.
With support from partners such as Google, Expedia, TripAdvisor, and Cheapflights, the comprehensive Summer Leisure campaign will track engagement and maximize search-to-book ratios to ensure effective outreach and positive economic impact to the region.
Driving Year-Round Tourism
This campaign is part of Discover Long Island’s ongoing effort to promote Long Island as a year-round destination. By drawing attention to the region’s unique summer offerings, this campaign aims to elevate Suffolk County and the greater Long Island region as the go-to destination for both visitors and locals this season and beyond. This initiative is not only a celebration of Long Island’s beauty and appeal but also a call to those who know and love the Island, to return and create new memories.
For more information about Discover Long Island and the region’s offerings, please visit discoverlongisland.com.
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ABOUT DISCOVER LONG ISLAND:
Discover Long Island is the region’s official destination marketing and leadership organization charged with furthering the destination’s thriving visitor economy, which saw recent record-breaking highs of $7.5 billion in visitor spending. The organization ensures Long Island’s coveted quality of life, thriving industries, and dynamic destination offerings are promoted on a global level, furthering economic development, and benefiting residents and businesses throughout the region. Awarded “Best Social Media” in the nation by the US Travel Association, the organization produces engaging content featuring local businesses and attractions for their 11 social media channels which garner upwards of 10 million views. Additionally, the organization hosts a popular YouTube series, Long Island TV, as well as the Long Island Tea podcast. To learn more, please call 631-951-3900 or visit www.DiscoverLongIsland.com.
Courtney Guiry
Director of Public Relations & Communications
330 Motor Parkway, Ste. 203
Hauppauge, NY 11788
Phone 631.951.3900 x. 307
