RI's new tourism marketing slogan? The state is 'All That.'
The new slogan for Rhode Island tourism? "All That."
The new marketing campaign was announced in a Wednesday press release by Rhode Island Commerce, which explained, "Rhode Island is a state of firsts; a state of game changers, inventors, icons, rebels; Rhode Island is historic, scenic, delectable; Rhode Island is 'All That.'"
What the campaign will look like
One sample ad features footage of people exploring the Temple of Music in Roger Williams Park, taking a yoga class, kayaking, bicycling around Block Island, surfing, sailing, and enjoying ice cream and lobster rolls in a fast-moving montage.
"All Cuisine. All People. All That," says the superimposed text.
Another more food-focused ad states, “All Fresh. All That,” and features footage from recognizable landmarks including Pizza J, The Chanler, West Side Diner, Moniker Brewery, and Gee Gee’s Southern Cuisine.
One ad with the tagline "All Lifestyles. All That," features a gay pride flag flying outside Apothica Cafe in Cumberland and two men toasting each other at legendary Providence gay bar The Stable.
Locals viewing the six video ads might also recognize DePasquale Square, Prospect Park, Bellini rooftop and Westminster Street in downtown Providence, Surfer’s End at Second Beach, The Breakers, Newport Harbor, Beavertail Lighthouse, Castle Hill Lighthouse, the Cliff Walk and 40 steps, Block Island’s Southeast Light, and Ocean Road in Narragansett.
Print ads feature a collage of photos and are centered around themes such as food, history, outdoor recreation, and winter activities.
More: MA Gov. Healey called RI 'whatever.' McKee gave her a Taylor Swift-themed clap back.
According to RI Commerce's press release, the campaign "will be featured nationally and in select markets through a combination of social, digital and broadcast advertisements," and a partnership with the Jennifer Hudson Show.
In addition to the print and video ads, billboards will feature attractions like Slater Mill ("All Historic"), Newport Harbor ("All Breathtaking") and Block Island ("All Comfortable.")
What's behind the new slogan?
In a video message announcing the campaign, Anika Kimble-Huntley, Chief Marketing Officer for Rhode Island Commerce, noted that tourism took a hit during the pandemic.
"In early 2023, we decided that it was time for a more unified marketing message at the state level," she said.
The Zimmerman Agency came up with three different campaigns, which Commerce showed to regional tourism leaders, who narrowed it down to two options, Kimble-Huntley said. The agency then surveyed "national visitors and Rhode Island locals" to find out which campaign they preferred.
"For local Rhode Islanders, this should be a movement, and it means that we have pride in the state that we live in, and we have so much to offer visitors, because we're all that," Kimble-Huntley said. For tourists, "Rhode Island has something for everyone who visits, because we're all that."
This article originally appeared on The Providence Journal: Rhode Island is 'All That' according to new marketing slogan
