‘Cooler and Warmer’ sets the tone for economic development in Rhode Island
The administration of Rhode Island’s Democrat Governor Gina Raimondo was in for a shock on Thursday, March 28, when it unveiled a new logo and slogan for the Ocean State. The state’s quasi-public Commerce Corporation had been planning the release for months; the ridicule began on social media within minutes of the unveiling.
Mockery of the ambiguous “Cooler and Warmer” tagline and Photoshopped satire with the logo were still sweeping across the local internet when other components of the campaign hit the ground with a thud. Similar mockery of a promotional video scarcely had time to begin before somebody noticedthat one clip actually showed a skateboarder in front of a landmark in Iceland. A related website was riddled with errors, including promotion of restaurants across the border in Massachusetts and a well-known chef who had died some time ago.
The administration’s response compounded the marketing failure. The governor initially defended the campaign, chastising Rhode Islanders for being so negative, but the next day she changed her tone to be more receptive to the criticism.