What is the new slogan for Rhode Island tourism? “Everything.”
The new marketing campaign was announced in a Rhode Island Commerce press release Wednesday, which describes it as “Rhode Island is the state of firsts, the state of game changers, inventors, icons and rebels. Rhode Island The state is historic, scenic, and delicious: Rhode Island is all about the island. ”
What will the campaign look like?
One of the sample ads includes exploring the Music Temple at Roger Williams Park, taking a yoga class, kayaking, biking on Block Island, surfing and sailing, and enjoying ice cream and lobster rolls. It features a fast-moving montage of footage of people having fun.
Overlaid with “All the food. All the people. All the things.”
Another food-focused ad, “All That's Fresh,” features footage of famous landmarks like Pizza J, The Chanler, West Side Diner, Monika Brewery, and G-G's Southern Cuisine. Masu.
One ad, with the tagline “All Lifestyles. All About It,” shows a gay pride flag flying outside Cumberland's Apothica Cafe and The Stable, a legendary Providence gay bar. It depicts two men toasting.
Locals watching the six video ads include DePasquale Square in downtown Providence, Prospect Park, Bellini Rooftop, Westminster Street, Surfer's End at Second Beach, The Breakers, Newport Harbor, Beavertail Lighthouse, Castle Hill Lighthouse, You might also recognize the Cliff Walk, the 40 Steps, and more. Southeast Light on Block Island and Ocean Road in Narragansett.
The print ads feature photo collages and center around themes such as food, history, outdoor recreation, and winter activities.
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The campaign will be featured nationally and in select markets through a “combination of social, digital and broadcast advertising” and a partnership with The Jennifer Hudson Show, according to a press release from RI Commerce.
In addition to print and video ads, the billboards include tourist attractions such as Slater Mill (“Everything is historic”), Newport Harbor (“Everything is breathtaking”), and Block Island (“Everything is comfortable”) will be published.
What's behind the new slogan?
Annika Kimble-Huntley, chief marketing officer for Rhode Island Commerce, noted in a video message announcing the campaign that tourism has been hurt by the pandemic.
“At the beginning of 2023, we decided it was time for a more unified marketing message at the state level,” she said.
Kimble-Huntley said the Zimmerman Agency developed three different campaigns that Commerce presented to regional tourism leaders, who narrowed the choices down to two. The agency then surveyed “domestic travelers and Rhode Island residents” to see which campaigns they preferred.
“For local Rhode Islanders, this should be a movement, and it means we're proud of the state we live in, and it means we have a lot to offer visitors. . Because that's all we are,” Kimble-Huntley said. For tourists, “Rhode Island has something for everyone who visits, because that's all we are.”
