Advertising the New York Islanders

Now that Long Island is absorbing the news about the Islanders’ move to  Brooklyn, I couldn’t help but think about the remarkable advertising developed for the team six years ago by the ad agency blumenfeld + fleming.

As described in a Newsday article at the time, this Montauk-based firm, run by two females, won the business with the remarkable line: “Long Island: surrounded by water, united by ice.”

And the tagline: “We are all Islanders.”

I remember seeing the ad and being stunned by its simplicity and passion. Then I remember reading the story of how these two women, Lynn Blumenfeld and Jill Fleming really got to the heart of the team’s relationship with its fans through these few words.

I hadn’t thought about the line for a while – in fact I periodically saw the tagline and it refreshed my memory. But it was my son, in discussion about the week’s events, who reminded me of the entire creative idea – not just a part of it.

I admired their work at the time and felt a little extra pride to see them rule in what could have been seen as a fluke -- an unexpected victory in a sea of potential male-dominated agencies. But good ideas come from good research and a good understanding of the audience. An emotional tug doesn’t hurt either. I miss their work for this team.

And though I know all the reasons and realize the short distance between us, I will still miss having the Islanders... on our island.