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Criticism Dogs Release Of Statewide Business And Tourism Campaign

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Critics jeered the state's release of a new logo with the slogan Rhode Island: Cooler and Warmer, and a website also unveiled Monday included several...

Critics jeered the state's release of a new logo with the slogan Rhode Island: Cooler and Warmer, and a website also unveiled Monday included several embarrassing errors.

A promotional video had to be removed from YouTube Tuesday after it was found to contain footage of Iceland.

Among the errors on the website visitrhodeisland.com, Rhode Island Public Radio's Scott MacKay found references to a chef who has died, George Germon, a co-founder of Al Forno in Providence, and a chef who left Rhode Island to open a restaurant in Massachusetts, Matt Jennings, whose former restaurant Farmstead closed in 2014.

While the website is attractive, Rhode Island Public Radio Engineer Aaron Read noticed a surprising claim: "Little Rhody is packed with 400 miles of coastline and 20 percent of the country's historic landmarks," the site boasts in the "Things to Do in Rhode Island" section.

In fact, according to the National Park Service, Rhode Island is home to 45 national historic landmarks. Although certainly a healthy number, it is hardly 20 percent of the more than 2,500 national historic landmarks across the country. The percentage is actually closer to 2 percent.

In another embarrassing lapse, a video promoting Rhode Island was suddenly removed from the web Tuesday, after online comments pointed to what appeared to be footage of Iceland mixed in with shots of Rhode Island.

A local company, IndieWhip produced the video and took responsibility for the decision to use the footage. Company officials posted an apology on Twitter for what they termed "an editing mistake."

"The video is being updated, with a new version to go live soon ensuring all shots are located in the State," the company said.  

Meanwhile, the new slogan "Rhode Island: Cooler and Warmer" left many residents and marketing experts scratching their heads.

Byrant University Professor Elaine Notarantonio described the reaction of students in her marketing class when she brought it up for discussion.

"I said you know they came out with cooler and warmer, and they were kind of just like 'cooler and warmer? What does it mean?'" said Notarantonio.

The answer to that question may be difficult to answer without looking at the full marketing campaign, which has yet to be released. Notarantonio said she would like to see other elements, such as advertisements, adding that the slogan improves when viewed with the logo.

"I think it’s esthetically pleasing to look at the whole picture, the logo with the slogan," said Notarantonio. "But beyond that, whether it tells me anything about Rhode Island? I’m not sure."

Criticism Dogs Release Of Statewide Business And Tourism Campaign
Criticism Dogs Release Of Statewide Business And Tourism Campaign