Cooler and Warmer: RI’s new slogan unveiled

PROVIDENCE, R.I. (WPRI) — After months of discussion, the Commerce Corporation Monday revealed Rhode Island’s new slogan – “Rhode Island: Cooler and Warmer.”

The slogan is part of a $4.5 million campaign aimed at marketing Rhode Island to tourists.

“Cooler and warmer means our cities are cool and hip and in the summer it’s warm and our beaches are great. But also, our culture is warm. Rhode Island is inviting. It’s a warm place. It’s a place everybody wants to be,” said Gov. Gina Raimondo. “This is an exciting opportunity. For the first time, we’re going to have a statewide, coordinated approach to tourism and attracting tourists and tourists to spend in Rhode Island.”

Back in September, Raimondo announced the state hired three companies to give the state a new brand. One company will develop the brand, another will promote it through advertising, and the third will plan events that distinguish Rhode Island from other states. In fact, one of the companies hired came up with the famous “I Love New York” campaign.

“We want everyone to have the same love for Rhode Island as we do,” Raimondo said.

According to a Providence Journal article last year, Rhode Island is losing millions of tax dollars and thousands of jobs because the state isn’t doing enough to promote itself.

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