Come to Rhode Island… Just Not for Long
I hate to be so negative… I really do… but isn’t it just too perfectly Rhode Island that the geniuses guiding the state would come up with this as an advertising slogan:
The judges like Team 5’s idea about unpacking Rhode Island. But they choose another slogan and marketing plan for the winner: “Rhode Island: It’s so small you can do it all.”
“Every school kid knows one thing about Rhode Island — it’s small. So we asked, what’s good about being small?” said winning team member Alec Beckett, a creative partner with NAIL Communications.
So small I can do it all? You mean, like in a long weekend? How much can there be to do in the state if I can do it all in a single vacation?
Maybe “Rhode Island: It’s all within reach,” or something. That way ads can refer to proximity without implying limits on activities. They can also play on the words to imply cost savings over trips to locations farther away.