By GREGORY ZELLER //
The world is coming to Long Island this week – but what about next week?
As the Professional Golfers’ Association of America’s 45th Ryder Cup tournament descends upon Nassau County – bringing an international who’s-who of top linksmen to Bethpage State Park’s fabled Black Course – golf fans from around the globe will be watching. And Discover Long Island, the region’s only accredited destination-marketing organization, would like them to continue watching after the last putt is sunk.
Enter Short Flight, Long Island, a new tourism initiative tied intrinsically to fall foliage, luxurious lifestyles and Long Island MacArthur Airport.
The Ronkonkoma-based, Town of Islip-owned airport – a thriving hub for several smaller carriers, including Southwest Airlines, JetBlue Airways, Avelo Airlines and others – is not merely second fiddle to big regional brothers John F. Kennedy International Airport, LaGuardia Airport and Newark Liberty International Airport, according to Discover Long Island.
Mitch Pally: Autumn soldier.
Massive aerodromes like JFK may serve more than 60 million annual passengers and connect to airports around the nation and the world, but LIMA – or ISP, as per its official airport code – is a “premium shortcut gateway that eliminates hassle, reduces travel stress and gives time back to the traveler.” And Discover Long Island intends to drive that home with an Autumnal tourism drive targeting “upscale leisure travelers” from key Florida and mid-Atlantic feeder markets.
That’s the sweet spot for ISP, which has had plenty of ups and a few downs in recent years in its ongoing quest to expand flight services to and from Ronkonkoma – but has found unqualified success as a nonstop connector to various Eastern Seaboard locales, including new Florida routes on JetBlue and new North Carolina routes on Avelo.
Long Island MacArthur even made a new friend this year in regional carrier Cape Air, which stepped up to fill a gap when JetBlue abruptly canceled plans for a direct Islip-Boston route, just days before takeoff.
Long Island’s world-class beaches are no secret, making the Island a steady bet for Spring and Summer tourism. But the plentitude of short, low-coast flights puts the Hamptons, the East End’s world-class wine country and other tourist-friendly Island destinations – not to mention hotspots from Connecticut to NYC – within easy reach throughout the Fall, according to Discover Long Island Interim President & CEO Mitch Pally, who said Short Flight, Long Island “is about changing the way people think about Long Island travel.”
Easy in, easy out: Forget bridges, tunnels and those huge, chaotic airports — ISP is the best way to get on and off Long Island.
“With ISP as a convenient, central entrance to the region, we’re making it easy for visitors to discover the beauty of Suffolk County and the greater Long Island region in its peak Fall season,” Pally added.
The multichannel campaign – specifically designed to attract travelers in the 25-54 age bracket – will include “strategic digital messaging” in markets across Florida, North Carolina, Virginia and Delaware. Google search ads, brand messaging on travel apps, streaming radio placements with iHeartMedia and plentiful out-of-home ads (think billboards and other high-exposure signage) across Florida’s Brightline rail stations will all factor in, with “creative storytelling” showcasing Suffolk in particular as a prime Fall destination and ISP as a low-stress alternative to JFK and LaGuardia’s big-city chaos.
Families, remote workers, “female solo explorers” and DINKs (for “dual income, no kids”) are all prime targets, according to Discover Long Island.
Rob Schneider: Open the front door.
Partnering with the travel bureau is a no-brainer for the Islip-owned airport, according to Long Island MacArthur Airport Commissioner Rob Schneider, who trumpeted a shared mission for both organizations: increased year-round visitation to the region, improving prospects for hotels, restaurants and local businesses across the Island.
“Our partnership on this campaign … is an investment not only in ISP, but in the entire region,” Schneider noted. “Long Island MacArthur Airport is more than just a way to get here – it’s the smarter choice for modern travelers.
“They want quick, seamless flights, and ISP offers just that,” the commissioner added. “By spotlighting our airport and our region as the perfect Fall destination, we’re positioning ISP as the front door to one of the most dynamic destinations in the country.”
