One of the busiest international airports in the world, JFK, sits on Long Island’s western edge. Millions of travelers clear customs annually and head into NYC; unaware that the island they’ve landed on stretches many miles eastward beyond the skyline, with beaches, restaurants, wineries, historic estates, waterfront resorts and small towns that never make it into their plans.
Discover Long Island is working to change that. Noble Studios is now partnering with the destination marketing organization to help shape an international campaign that reframes how Long Island is introduced and planned for by travelers visiting from abroad.
Meet Discover Long Island
Discover Long Island has been the official destination marketing organization for the region for decades. Their domestic marketing foundation is strong, built on a clear understanding of why people choose Long Island and how they experience it once they arrive.
International visitors often meet Long Island indirectly. They arrive through the same gateways as New York City, move along the same corridors but plan trips that rarely extend out to Long Island.
Discover Long Island sees that moment not as a limitation, but as an opportunity. Long Island does not need to compete with New York City to be compelling. It works best when it complements it.
The shift happens quickly once travelers step outside the city. The pace changes. Space becomes part of the experience. The coastline runs long and varied, with beach towns that feel established rather than staged. Inland, vineyards, historic estates and quieter roads offer room to slow down without losing connection to the region.
For international visitors, that contrast matters. Long Island offers a way to extend a trip and experience something more expansive after the intensity of the city. Discover Long Island recognized that telling this story requires intention and clarity around how the destination fits into the journey, and why it’s worth planning for from the start.
How We’re Working Together
Noble Studios is partnering with Discover Long Island as both a strategic marketing advisor and execution partner, helping first shape the foundation of the international paid media campaign. The work focuses on how international travelers plan trips, what prompts them to extend a stay and where Long Island fits naturally into those decisions.
Rather than rushing into creative production, the emphasis is on campaign strategy and direction. This means clarifying audience, message and market context so future creative and media choices are consistent and intentional. A key part of that work is defining how Long Island stands on its own while still benefiting from its connection to New York City without relying on proximity alone.
The outcome is a practical framework Discover Long Island can use over time. One that supports creative development, media planning and internal alignment without locking the organization into short-term tactics.
Turning Paid Media Strategy Into Direction
This partnership is about setting direction at the right moment. With a clearer international strategy in place, Discover Long Island is better positioned to meet travelers earlier in their planning and invite them to see the destination as more than a stop along the way.
Noble Studios is proud to support Discover Long Island’s international marketing efforts. The focus ahead is on helping the destination show up with confidence and clarity so when international visitors arrive, experiencing Long Island is a deliberate choice, not a discovery.
For destinations navigating similar questions around paid media positioning, audience and timing, Noble Studios helps bring clarity before execution. If your organization is thinking about your next campaign and wants a more intentional path forward, we’d welcome the conversation.
