5Q: Seth Goldenberg

 / PBN PHOTO/MICHAEL SALERNO
/ PBN PHOTO/MICHAEL SALERNO

1 What is the purpose of having Rhode Islanders help shape the state’s tourism campaign?

What we’re seeing in destination marketing and place-making is an evolution toward a local spirit, a local voice, a grassroots kind of storytelling. … Today people are interested in visiting people, and culture and experiences that probably are best told from the people who reside in a place.

2 Reaction to the initial campaign was negative. Is it too late for social media impressions to turn around on this?

The hardest part in marketing is raising awareness. People now are talking about Rhode Island. Now, the work is, what do we want to share with them? What do we want to share with the world as they are listening?

- Advertisement -

3 What should businesses be doing to help promote the state, and by extension themselves?

Just like the citizens and tourism program, the business component is right in line with the same campaign. They should upload imagery to the #MyRIStory. They should participate in that social media conversation, and work with their chambers of commerce and local tourism bureaus to collaborate with us, to make sure their incredible offerings are part of the stories we’re telling.

4 Is attracting new business a part of this campaign?

It is absolutely a part of the campaign. When we’re advertising and telling the story of the state, it’s about which channels you use. Sometimes, when you talk to vacationers, you might use a more consumer-oriented platform. Other times, you might use more business and trade-industry tools. It’s about targeting where the storytelling is promoted. The second is that the more we can showcase and celebrate the amazing offerings that businesses have, and the business and innovation climate here, we will [create] a picture of, ‘You can do business here in Rhode Island.’ It’s almost like, let’s reintroduce you to the Rhode Island you didn’t know.

5 What is the state most in need of promoting?

Rhode Island actually does a very good job promoting the big, magnet attractions, the Jazz Fest, the [Newport] Folk Festival, the mansions. There are countless, below-the-radar, amazing experiences. The unknown walking trail, the best food location. … There are all these delightful and rare and truly authentically Rhode Island, one-of-a-kind gems, that we need to [promote]. •

No posts to display