Governor Gina M. Raimondo has announced a three-firm marketing team to design and execute a top-notch statewide tourism and business attraction campaign. Engaging this team will build on efforts ongoing across state government to revitalize the state’s economy and put Rhode Islanders back to work.
The Commerce Corporation Board voted to allow the Commerce Corporation to enter into agreements with the following entities: • Milton Glaser, to develop a compelling statewide brand; • HAVAS PR, to deploy this brand through advertising and public relations; and • Epic Decade, to execute events to engage residents in telling an authentic Rhode Island story.
Epic Decade is a Jamestown, RI-based design think tank that helps major clients such as Apple and American Express design engaging customer and citizen experiences that support authentic, compelling brands and identities. Epic Decade will lead an effort to create significant public events that distinguish Rhode Island as a world-class destination.
“We’re focused every day on putting people back to work,” Raimondo said. “Marketing Rhode Island effectively will attract both businesses and tourists — both are important parts of growing our economy and creating more jobs.” “We’re pleased to introduce this dynamic and experienced team today,” said Commerce Secretary Stefan Pryor. “Havas and Milton Glaser have the creative and media firepower to build a compelling brand and propel it to the forefront of Americans’ consciousness, while the talented professionals at Epic Decade will help produce a campaign that is authentically Rhode Island. This is the team Rhode Island needs to compete effectively for tourists and businesses.”
The project’s total budget, as set forth in the Fiscal Year 2016 Budget, is $4.5 million.
The teams are prepared to begin working on the project immediately so that the new state brand can debut in early 2016 with rollout across multiple media.
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