“Everything” is the slogan behind Rhode Island’s new tourism marketing campaign, which was quietly announced via email and mail. linked video message Rhode Island Commerce Corporation announced Wednesday.
The state economic development agency touted Rhode Island as the first state to have it all: “historic, scenic, delicious.”
“It's time to let people know that our state is 'everything,' and today we can say that with confidence,” Chief Marketing Officer Annika Kimble-Huntley said in a statement. “Come visit us for a gastronomic journey, a historic encounter, an outdoor adventure or a relaxing retreat. We have 'it all'.”
All | Rhode Island | Visit VisitRhodeIsland.com from Visit Rhode Island on Vimeo.
Kimble Huntley appeared in a video recorded at PPAC wearing an “All That” T-shirt and explained the reasoning behind the campaign slogan. Despite her upbeat tone, the announcement fell far short of the fanfare organizers had planned. The announcement was originally scheduled to take place at an invitation-only event at the Providence Performing Arts Center (PPAC) on Feb. 13, but the event was postponed due to snow, Commerce spokesperson Matt Tuett said. It was canceled the day before.
“Starting this via email wasn't ideal for us, but it was the best way to do it,” Touchette said.
Florida-based consulting firm Zimmerman Agency was awarded a $2.2 million contract for advertising work in June 2023. It was not immediately clear whether the original $2.2 million deal included the “All That” campaign.
All | Rhode Island | Visit VisitRhodeIsland.com from Visit Rhode Island on Vimeo.
The Florida-based consulting firm won a $2.2 million contract for advertising work in June 2023. It was not immediately clear whether the original $2.2 million deal included the “All That” campaign.
On Thursday, a national ad featuring Rhode Island's history, food spots and picturesque coastline will hit the airwaves, television screens and digital platforms to attract tourists to the Ocean State. A partnership with The Hudson Show is also planned, but Touchet declined to divulge the details.
Touchette said Rhode Island Commerce paid more than $482,000 to promote the new slogan, using a combination of federal grants and revenue from the state's hotel tax. Rhode Island's previous marketing efforts have suffered from setbacks, including the infamous “Cooler and Warmer” campaign launched in 2016 that drew criticism. The state's chief marketing officer resigned days after the $5 million branding effort was announced.
A plan born in 2023 to spread awareness of Rhode Island through a traveling exhibit featuring life-sized “stuffed animal” sculptures as part of a massive $4.4 million marketing campaign was also snubbed.
Despite the overwhelming revelations, state officials praised the new slogan in a statement Wednesday.
“Tourism is one of our state's biggest economic drivers, but it is our continued delivery of best-in-class experiences that moves our state forward as an internationally acclaimed destination,” Gov. Dan McKee said in a statement. These are the people of the state who are willing to help.” “This campaign is not only a testament to what Rhode Island is all about, but also a testament to our community's refusal to be extraordinary.”
Get the morning headlines delivered to your inbox
