New Tourism Campaign Redefines the Long Island Brand and Invigorates Emotional Connections to the Region

LONG ISLAND, NY (May 9, 2019) ­ – Discover Long Island unveiled a new tourism campaign that redefines the destination’s brand and builds upon the emotional connection that draws visitors and locals to the region.  The campaign “BeLONG” evokes travelers to find the personalized Long Island experience that best connects them to the destination through a thematic approach speaking to Couples, Family, Adventurers, Foodies, History Buffs and Nature Enthusiasts.

“This place-making campaign reintroduces Long Island as a stunningly beautiful destination with a vibrant energy and rich history by combining creative storytelling with the innate desire to feel connected to a place and its people,” said Kristen Jarnagin, President & CEO of Discover Long Island. “This new branding direction doesn’t focus on places to ‘visit’, but instead taps into a sense of ‘belonging’ that draws us as locals to the place we call home and shares the unique stories that differentiate Long Island from other destinations.”

Officially launching during National Travel & Tourism Week (NTTW), the integrated campaign includes print, digital and social aspects, as well as broadcast, OTT (Over The Top), OOH (Out of Home/Experiential), AI/AR (Artificial Intelligence/Augmented Reality) platforms. A new interactive itinerary builder assists website visitors to find where they “BeLONG on Long Island” by identifying particular interests and personality traits.  Pinterest users can explore the destination based on what they want to be (“Be Pampered”, “Be a Foodie”, “Be Adventurous, etc.).

“BeLONG on Long Island” will be featured in New York City on 65 bus shelters and 1700 digital Link Share Screens across the five boroughs, highlighting connectivity on the Long Island Railroad. The campaign will also target prospective travelers in Philadelphia, a first-time foray into that market for Long Island tourism.

To find where you Belong on Long Island, visit



Discover Long Island is the official regional organization charged with furthering the $5.9 billion tourism economy. The organization contributes to the economic development and quality of life on Long Island by promoting the region as a world-class destination for visitors, meetings and conventions, trade shows, sporting events and related activities. For more information, please call 631-951-3900 or visit

Media Contact:

Maggie LaCasse Director of Communications Discover Long Island 631-951-3900