Recently, conversation has been swirling about Rhode Island’s advertising slogan and campaign. As Executive Director of the East Greenwich Chamber of Commerce, I feel compelled to float my idea for a new state slogan and campaign- Rhode Island: “Our Size Fits All”. I have the perspective of someone who has spent his entire career in marketing, advertising and promotions, much of it in and around tourism and economic development in Rhode Island and various other states.
Ultimately a “slogan”, though the most visible, is many times a very small part of an overarching advertising campaign. It is also extremely subjective. No slogan will appeal to everyone. What makes Rhode Island so great is the diversity of its inhabitants. Rhode Islanders come from different backgrounds, locations and cultures. Yet, at the end of the day we are all on the same team. The main objective is to spur the attraction of tourists and businesses to Rhode Island.
I believe “Our Size Fits All” will prove to be very versatile and can be used as part of campaigns to target different audiences. This play on words is succinct, positive and confident. The slogan uses our state’s compact size as an advantage and at the same time is very welcoming to businesses, tourists, artists, people of various nationalities ethnicities, religions etc. In addition, its message is “Where else can you find Atlantic Coast rocky shoreline, beautiful beaches, urban streetscapes, top notch culinary destinations, quaint towns and New England rural countryside?” It’s not often mentioned, but 56% of Rhode Island is forested land. We also have so much splendid architecture ranging from the colonial on Benefit Street to the mansions of Newport.
Rhode Island’s 1200 square mile area plays host to world class institutions of higher learning; renowned restaurant and dining options: a great art scene including live productions at multiple theatres throughout the state; NCAA Basketball and Hockey Tournaments, Waterfire, America’s Cup races, two successful professional sports franchises and wonderful museums. We have world class golf courses and we are the home of the International Tennis Hall of Fame. We even host the great Newport Jazz and Folk Festivals. There is an otherwise endless list of things to enjoy and be proud of.
“Our Size Fits All” appeals to and includes our residents, tourists, visitors, investors, inventors, entrepreneurs, immigrants, transplants, college students, artists, foodies, surfers, historians, educators, architectural enthusiasts and those with job skills for the future.
“Our Size Fits All” will work as a feel good message for Rhode Islanders and it can be applied to businesses, tourists, and conventions that might look towards Rhode Island. It is also consistent with the Rhode Island Foundation’s “ITS ALL IN OUR BACKYARD.” I believe the important thing is to get behind and stick with a campaign that works. The branding needs to be etched in to the public consciousness.
An advertising campaign can utilize “Our Size Fits All” and take us from Roger Williams’ idea of religious freedom through the industrial revolution and then bring it home by talking about the present. I believe part of our campaign should reference our moments in history but then concentrate on all that we have to offer now.
Rhode Island is an incredibly unique and diverse place. I believe “Our Size Fits All” can be incorporated into a campaign that gets that across. Accordingly, I will be submitting this slogan and its rationale to Commerce RI and the Governor’s office. I’m hoping this proposal will spark positive conversation about our state and that it will be a contribution to what ultimately takes place.
Sincerely,
Stephen M. Lombardi
Executive Director
East Greenwich Chamber of Commerce
