Rhode Island Unveils New Tourism Logo

Tuesday, March 29, 2016


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RI has a new tourism logo.  It was created by Milton Glaser who in the 1970’s developed the I Love NY brand. 

Governor Gina Raimondo and Commerce Corporation on Monday unveiled the “state’s new integrated tourism and business-attraction campaign.”

“Rhode Islanders know our state is a great place to live, work and visit, and now we are moving forward with an exciting plan to make sure everyone else knows that, too,” said Raimondo. “By coordinating our resources and working together to highlight Rhode Island, we will attract new visitors, families and businesses and help make our state a place of opportunity for everyone.”

“Rhode Island: Cooler and Warmer” aligns the state’s best resources—its unparalleled quality of life, tourism appeal and business-friendly environment—to drive economic growth.

{image_2}This integrated effort strengthens Rhode Island’s commitment to tourism and business attraction, thanks to budget funding proposed by the Governor and passed by the General Assembly last year. This past fall, the Commerce Board engaged a team to design a campaign aimed at raising the state’s profile and advancing economic growth.

“The new branding campaign is an exciting opportunity for all of Rhode Island’s destination marketing organizations to work together to elevate the state’s reputation as an ideal vacation destination,” said Martha Sheridan, president and CEO of the Providence Warwick Convention & Visitors Bureau.

Reaction on Social Media Was Less Than Enthusiastic

Many were less than excited about the new logo and brand positioning. Providence small businessman Jayson Salvi took to Facebook, "The State of Rhode Island which brags about having some of the best creative minds in the country WHICH WE DO, paid a New York City firm $5 million for our ridiculous and stupid sounding new state tag line of "Rhode Island. Cooler, Warmer."

"WTF is wrong with this State? Please tell me none of you agree with this tag line and how it was paid for? This is right up there with Former mayor Ciccilini paying a Tennessee firm a few million for that letter P. Come on. We can do so much better. Personally, I think it resembles a cloth diaper," said Salvi.


Related Slideshow: New England States’ Tourism Agencies

Who are the agencies that handle states' tourism advertising?  Here's a look as of August 2015 -- they are all in-state except for one.

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Media:  Media Storm, Norwark CT

Creative: Adams & Knight, Avon CT

Connecticut Tourism's slogan is "Still Revolutionary"; the site includes an "interactive map" and "52 getways," among other features. 


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BVK Milwaukee, WI  

The only New England state not to use an in-state firm.  "Discover Your Maine Thing" is the slogan.


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Conley Partners, Boston MA 

"Massachuetts: It's All Here" is the slogan.  However, it appears that the Commonwealth may be trying to determine a new one at the same time RI undergoes a remake. 


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New Hamphire

GYK, Manchester NH

"Live free and slow it down"..."live free and shine bright." Taking a tip from the state motto, the state's tourism slogan is a play on words. 


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Media: Karen Fahey, Stowe VT

Creative: In-house

"Vermont is Never Out of Season," "So Much to Explore, So Easy to Do" are just two of the slogan catch phrases on VT's website.



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