Rhode Island launches "All That" tourism campaign

New RI tourism campaign "All That" was produced for Rhode Island Commerce by Florida-based Zimmerman Agency as a $482K piece of a $2.2M advertising contract awarded in June 2023.

The campaign, which highlights RI's diversity of tourism offerings, is being kicked off on network TV's The Jennifer Hudson Show. Other media used will include billboards, social media, digital and broadcast ads.

Centerpiece of the campaign is 6 videos with scenes of Providence, Newport, Castle Hill, Block Island, Narragansett and other tourist spots.

Print ads feature photos organized around themes like food, history and outdoors.

The launch video posted on Vimeo has as of right now (28 February 2 PM) received 4 comments, all of which are negative.

Will the new campaign outperform "Cooler & Warmer", "Fun Sized" and the "stuffies"? Stay tuned.