Cooler, Warmer, Fun-Sized, and Now, Stuffed Quahogs: Will RI’s Newest Tourism Effort Succeed?

Cooler, Warmer, Fun-Sized, and Now, Stuffed Quahogs: Will RI’s Newest Tourism Effort Succeed?

Are stuffed quahogs the answer to Rhode Island’s tourism needs? 

The state in recent years has made national headlines for its tourism efforts — and not always for the better. 

In 2016, Rhode Island's Chief Marketing Officer under former Governor Gina Raimondo was fired for the debacle which saw an ice-cold reception to the “Cooler and Warmer” logo design — and a video promoting Rhode Island containing stock footage of Iceland.

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There was then the much-improved “Fun Sized” campaign in 2018.

In an editorial in 2022, GoLocal wrote that Rhode Island’s brand was once again a “mess,” with conflicting messages, fonts, images across tourism advertising, state signage, and license plates. 

Now, Commerce RI is embarking on a new endeavor — starting with a giant stuffed quahog. 

As RI Current first reported, at the latest RI Airport Corporation meeting it was announced the stuffie installation will be appearing at LAX — which now has direct flights with RI International Aiport — in an attempt to lure travelers to the Ocean State. 

 

 

This initiative is just one of many marketing promotions included in Rhode Island Commerce’s $4.4 million “destination” spending plan.

The image would be made of a fabrication of various materials and will not be a cardboard cutout, said Commerce, and the dimensions are being finalized.

“The goal of the airport installations are to provide an eye-catching visual intended to make potential visitors curious to learn more about Rhode Island, our cuisine, and allow us to capture their information for remarketing purposes through giveaways,” said Anika Kimble-Huntley, Chief Marketing Officer at Rhode Island Commerce.

“In addition to the stuffie, we are also exploring various installation and activation concepts, including a Newport Mansion mock-up and other unique aspects of Rhode Island,” she added. “Installations are one small aspect of our overall air service marketing strategy.”