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State Picks Agencies For New Tourism Ad Campaign

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Three marketing firms have been chosen to develop a tourism campaign for Rhode Island. The announcement follows a months-long, national search. One of...

Three marketing firms have been chosen to develop a tourism campaign for Rhode Island. The announcement follows a months-long, national search. One of the firms is New York based Milton Glaser Inc., the agency responsible for the iconic “I Heart New York Campaign.”

In a written statement, Mr. Glaser wrote, “We’re enthusiastic about working on the Rhode Island project, because, among other things, small is beautiful.”

The other firms are HAVAS PR, a public relations firm with an office in Providence, and the Jamestown-based design group Epic Decade.

The State received more than 50 applicants for the contract, for which the groups have a combined budget of 4.5 million dollars. The new campaign represents an effort to streamline tourist promotion in the state; an issue Governor Raimondo pointed out when earmarking the funds in the 2016 budget. While still campaigning, Raimondo proposed the marketing initiative, predicting it could grow as many as 5,000 tourism related jobs in the state over five years.

Tourism is one of the state’s larger industries. The new campaign is set to roll out in early 2016.

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Newport is one of several coastal areas in Rhode Island that relies heavily on its robust tourist economy.
Newport is one of several coastal areas in Rhode Island that relies heavily on its robust tourist economy.