Rhode Island: cooler and…what?

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Rhode Island, in an attempt to attract more tourists, had a simple idea: create a new logo and slogan to cast the state in a more optimistic light.  An iconic graphic designer was hired and a $5 million marketing campaign was set.  All seemed in place.

But then it went horribly wrong.

They debuted their slogan – “Rhode Island: cooler and warmer” – to a confused and scathing online audience.  Twitter reacted fast:

“Forget #coolerandwarmer. When we legalize pot, Rhode Island will be “Higher and Lower.”

Someone else suggested a different slogan: “Rhode Island: Better than You Think.”

A video accompanied the campaign and meant to show fun activities to do around the state.  Unfortunately, it included a shot filmed not in Rhode Island, but in Iceland.  Their website also featured restaurants located in Massachusetts.

Within days, the state’s chief marketing officer resigned.  Gina M. Raimondo, governor and first term Democrat, says she’s scrapping the slogan, but encouraging businesses to continue using the logo – a vast white sail.  She says businesses should get involved with the campaign and place their own logos inside the the white space.

The graphic artist hired to design the slogan and logo was Milton Glaser, creator of the iconic “I Love New York” logo.  However, he felt that being from New York was held against him and that the governor’s office failed to lay the groundwork for the end product.

In an interview, the governor recognize the state’s blunders in not “perform enough public engagement” before rolling out the campaign.  However, she avoided answering if it was a mistake not using homegrown talent, such as students from the Rhode Island School of Design.

Seth Goldenberg, newly hired interim marketing director for Rhode Island, said it was not a mistake to have hired Mr. Glaser. “A legendary and award-winning designer with an incredible legacy has given us a starting point,” he said. “Rhode Islanders are responding and adding their voice about their place and their identity.” (Seelye)

 

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