Top Advertising Creative Says New RI Tourism Campaign Is Not Bad -- It Is Worse

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad -- It Is Worse

Rhode Island has always been home to a collection of top creative advertising agencies.

Over the decades, agencies like Leonard/Monahan and Pagano Schenck & Kay attracted national and global clients and won global advertising awards -- including a pile collected at Cannes.

When Leonard/Monahan made staff changes, it garnered coverage in The New York Times and Wall Street Journal. But those days are gone.

GET THE LATEST BREAKING NEWS HERE -- SIGN UP FOR GOLOCAL FREE DAILY EBLAST

Today, Providence-based Nail Communication has been touted for its creative work.

Despite the rich history of strong creative work in Rhode Island, Commerce RI has regularly assigned Rhode Island’s advertising work and the fees to agencies in New York and, more recently, to a Florida-based Zimmerman. Some of those assignments led to a global embarrassment with Commerce RI's campaign. 

In 2016, Rhode Island launched the infamous “Cooler and Warmer” campaign complete with a video featuring Iceland. GoLocalProv had secured a copy of Commerce's tourism video, which was deleted by Commerce from YouTube after it was unveiled.

At the time, Commerce RI and then-Governor Gina Raimondo refused to respond to questions regarding how the state's staff failed to detect the error.

Nail was selected for an assignment in 2018, titled "Fun-Sized." SEE THE CAMPAIGN AT BOTTOM OF THIS STORY.

Now, Nail's top creative executive has harsh words for the new ad campaign launched this week by Commerce RI.

 

Worse than Bad

Alec Beckett, the creative partner at Nail Communications, took to social media with a damning post about Commerce RI’s new advertising campaign titled “All That.”

“The new tourism campaign from Rhode Island is not bad. But make no mistake it is definitely not good. In fact, it’s something worse than bad: it’s generic,” wrote Beckett.

"There’s lots of bland, generic work out there, so why am I picking on this particular campaign? Because I’m paying for it. Rhode Island taxpayers are footing the bill for the very worthy effort of attracting more tourists to our beautiful little state. So I really want it to work,” he wrote.

“But one irrefutable truth of marketing is that generic work doesn’t—in any category,” said Beckett.

“One of the dumbest questions any marketing client ever asked me was, ‘Why can’t we be all things to all people?’ And that is what this campaign—like so many generic tourism campaigns—is trying to do. ‘We have restaurants! We have kayaks! We have hipsters taking selfies!’” said Beckett.

Beckett mocked, “And to add icing to the generic cake, they sign it off with ‘All that’. Really? They might have well said 'All things to all people.'’’

 

Advice - Advertising Truism

"The way you avoid being generic is by starting with the question, 'What can we say that no one else can?' So, in this case, you find a way to show off the kayaks, the micro-breweries, and the hipsters but within a context that is unique to Rhode Island,' said Beckett. "It is not easy. But I know it can be done. How? Because a pretty good agency already did it."

Becket is referring to the "Fun-Sized" campaign Nail previously produced for Rhode Island. 

 

 

Governor Says Campaign Will "Propel Us Forward"

“Tourism is one of our state’s largest economic drivers, though it’s our residents, who continue to show up offering best-in-class experiences, that propel us forward as an internationally acclaimed destination,” said Governor Dan McKee at the campaign launch. “This campaign is not only a testament to what makes Rhode Island ‘All That’ but also a testament to our community that refuses to be anything but extraordinary.”

“No matter who you are or where you are from, Rhode Island has something for you. Visitors can explore vibrant neighborhoods and sunny beaches, enjoy our rich arts and music scene, and sample world-class cuisine here in the Ocean State,” said Lieutenant Governor Sabina Matos. “This new campaign will ensure that travelers know that whatever they are looking for in their next trip, Rhode Island is 'All That.'"

Commerce refused to answer questions about the cost of the campaign -- and going with an out-of state firm.