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| “A
deceptively straightforward entry which actually demonstrates that the
organization is truly data-driven – investing in deeper analysis and following
the numbers to very successfully reach new markets,” City Nation Place
judges noted of Discover Long Island’s submission for the award. City Nation
Place is a forum for placemaking leaders to collaborate and share best
practices to generate sustainable tourism and economic development – hosting
a prestigious annual awards competition and global conferences throughout
the year. The “Best Use of Data” award recognizes strategic use of data
to refine and shape brand and/or marketing strategy through insights.
 “Winning this international award for ‘Best Use of Data’ underscores the value of our innovative new approach,” said Discover Long Island President & CEO, Kristen Reynolds, CDME. “Utilizing geo-location data to determine our first long-haul market was not only successful but established a proven methodology for determining other emerging markets to guide future strategies. We appreciate the international recognition for our strategic efforts and thank our partners at Zartico for their dedication to providing our industry with cutting-edge resources.” “Zartico loves when our partners challenge us with new ideas on how to utilize geolocation and spend data. Discover Long Island’s insights learned from their new markets are exactly what data lead destinations should aspire to achieve. Bravo DLI for the fantastic idea and willingness to learn,” said Zartico CMO, Ted Sullivan. About
the Strategy
Since penetrating the California market is costly — and an influx of Californians permanently relocated to Greater Phoenix during the pandemic — Discover Long Island seized an opportunity to access an ideal audience in a condensed, inexpensive, and effective way and launched their first long-haul marketing campaign in Phoenix, Arizona in January 2022. The $100,000 six-week campaign included 30-second commercials played across all local morning news affiliates as well as marketing served on locals’ mobile phones during three major events: Barrett Jackson Car Auction, The Phoenix Open and Devoured Culinary Festival. Throughout the duration of the campaign and the months following, Discover Long Island worked with Zartico to analyze and track visitor movement and spending on Long Island to measure the impact of the campaign and determine its success. Zartico and Discover Long Island had access to this information daily and could make decisions and adjustments accordingly. Zartico data as of October 2022, outlined below, demonstrates that the campaign was successful, and that Discover Long Island successfully utilized data to determine an emerging market and inform a strategic new marketing campaign. The campaign produced the following results:
Discover Long Island is the region’s official destination marketing and leadership organization charged with furthering the destination’s thriving visitor economy, which saw record-breaking highs in 2019 generating $6.3 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 10 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. Media
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