Rhode Island: Cooler and Warmer Slogan Lukewarm

Governor Gina M. Raimondo and the Rhode Island Commerce Corporation announced the state’s new integrated tourism and business-attraction campaign.

Yesterday evening, Governor Gina M. Raimondo and the Rhode Island Commerce Corporation announced the state’s new integrated tourism and business-attraction campaign through a press release sent through Havas PR. According to the release, "the campaign, '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."

The campaign includes a new mark by graphic designer Milton Glaser, who developed the “I Love NY” logo. The visitrhodeisland.com website has been updated to include the new logo. Materials sent along with the press release explain the meaning behind Cooler and Warmer: "It reflects the distinct mashup of experiences visitors will find in Rhode Island — from the Creative Capital to the shorelines of our southern towns and cities, and from the many cosmopolitan experiences offered throughout the state to the atmosphere of a welcoming people. Cooler and Warmer is what Rhode Island is — an enticing and openhearted place to live, work and visit that thrives because of its community of entrepreneurs, thinkers and doers."

A quote from Raimondo in the press release reads: “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. 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.”

Here is the state branding video that was released along with the campaign.

Last night, Facebook and Twitter lit up with comments critiquing the slogan and design. A Twitter handle @CoolerWarmerRI was instantly created, but soon suspended. Here are some of the tweets we saw:

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