EDITORIAL: Let’s Get the X Games Back to Rhode Island
EDITORIAL
EDITORIAL: Let’s Get the X Games Back to Rhode Island
If you have lived in Rhode Island over the past two decades, you may remember the X Games and Gravity Games. The experience was tremendous for Rhode Islanders and for showing off Rhode Island to people around the country and the world on television. And the events attracted hundreds of thousands of new visitors to the state.
According to those close to the effort to bring the games back, Rhode Island has developed a competitive package, including a financial commitment of $1.1 million to help lure ESPN to Providence. Other cities are in the mix, however. An article in the Sun-Sentinel reports, "Fort Lauderdale is bidding to be a host city for ESPN's popular X Games summer events beginning in 2017, which could potentially have a $74 million economic impact, the Greater Fort Lauderdale Convention & Visitors Bureau announced Thursday."
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Equally important, the television and online exposure will be worth tens of millions. Now, fifteen plus years after the last games were here, the explosion of social media may mean even more than the television coverage. The Internet, mobile exposure via apps, video and enhanced content will create deeper relationships with a far greater number of extreme games enthusiasts than ever before.
This is a game Rhode Island wants to win and should win. Let's do this, Rhode Island.
National Press Critique RI's Embarrassing Tourism Campaign - 2016
New York Times
A world-renowned designer was hired. Market research was conducted. A $5 million marketing campaign was set. What could go wrong?
Everything, it turns out.
The slogan that emerged — “Rhode Island: Cooler and Warmer” — left people confused and spawned lampoons along the lines of “Dumb and Dumber.” A video accompanying the marketing campaign, meant to show all the fun things to do in the state, included a scene shot not in Rhode Island but in Iceland. The website featured restaurants in Massachusetts.
Boston Globe
After the slogan’s unveiling, the blunders just kept coming. A promotional video to accompany the campaign included a shot of a skateboarder in front of a distinctive building that turned out to be the famous Harpa concert hall, located almost 2,500 miles away, in Iceland.
The new website erroneously boasted that Little Rhody is home to 20 percent of the country’s historic landmarks. And officials needed to remove three names from its restaurant database, after realizing the information was so outdated that two of the restaurants aren’t open right now.
City Lab
“Cooler & Warmer.” It took me roughly 30 minutes of reading about Rhode Island’s new tourism catchphrase to realize that “cool” is a double entendre—as in, the occasional temperature of the Ocean State, but also “hip and awesome.” And I still didn’t quite get it? This was not a good sign. I may be dense, but lordy, was I not alone.
Time
The Rhode Island Tourism Division had to pull its latest video shortly after it was posted online Tuesday because it contained footage shot in Iceland. The three-second scene in question shows a man doing a skateboard trick outside of the Harpa concert hall in Reykjavik, the country’s capital.
IndieWhip, the company that edited the video, and the Rhode Island Commerce Corporation, which hired the firm, have apologized for the error. “The footage in question is of a Rhode Island skateboarder, filmed by a Rhode Islander,” IndieWhip added in a statement.
Forbes
A Big Price Tag Puts a Target on Your Back. Rhode Island spent a reported $550,000 to develop the “Cooler & Warmer” campaign. Development costs for the Florida and Washington campaigns cost $380,000 and $422,000, respectively. That’s before the first piece of media was ever purchased.
My advertising agency brethren will argue you have to invest money at the start of the campaign to “get it right.” But from my perspective, the above numbers seem exorbitant for a program built on public dollars. And in each case, an angry electorate agreed.
Creating a great “place marketing” campaign is a difficult job. Don’t make it more difficult by ignoring the lessons from states like Rhode Island, Florida and Washington.
