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:
"Cooler and Warmer" is what RI is all about- an enticing, openhearted place to live, work and visit #weareRI
— Gina Raimondo (@GinaRaimondo) March 28, 2016
— Olneyville NY System (@OlneyvilleNYSys) March 29, 2016
"Rhode Island: Lukewarm/Tepid"
— Lou Papineau (@BottlesCansRI) March 28, 2016
How much do you think you're worth?
You have no idea how it feels to walk around with your price tag showing. https://t.co/bU1fLTdFA4
— CoolererWarmererRI (@CooIerWarmerRI) March 29, 2016
Oh, Rhode Island, we love you anyway, but you need to stop trying so hard https://t.co/L9GxcyO2b8
— Adam Gaffin (@universalhub) March 29, 2016
"Rhode Island, you found it on a map … You're getting warmer"
— Ian Donnis (@IanDon) March 28, 2016
— Mike Stanton (@projomike) March 28, 2016
"Rhode Island: 20 Minutes In, and I Still Can't Figure Out What 'Cooler & Warmer' Means. And I'm an English Major."
— Philip Eil (@phileil) March 28, 2016
My state's new slogan is "Cooler and Warmer," which sounds like a confusing weather forecast. https://t.co/e6lfl93mNF
— Daniel Denvir (@DanielDenvir) March 28, 2016
"Cooler and Warmer" is the new Rhode Island slogan… pic.twitter.com/XOil5wPX7o
— RI Problems (@RIprobz) March 28, 2016
— Susan Campbell (@S_E_Campbell) March 29, 2016
Welcome to RI.
Cooler and Warmer. pic.twitter.com/bAqDZc91ll
— Pawtucket Life (@PawtucketLife) March 29, 2016
"Cooler and Warmer" sounds like a 1960s jazz LP title to me. Probably saxophone. Maybe Stan Getz or Paul Desmond https://t.co/N4DOlFF9WT
— Ted Nesi (@TedNesi) March 28, 2016
— Allie Herzog (@alliezog) March 28, 2016
— John DePetro Radio (@JohnDePetroshow) March 28, 2016
— Joshua Aromin (@joshuaaromin) March 28, 2016
— Bekah Berger (@BekahBerger) March 29, 2016
— WillGilbert1 (@WillGilbert1) March 29, 2016