I see we have a new Rhode Island slogan to attract tourists, and not surprisingly, it made its debut to mixed reviews.
This is a touchy subject, especially after the last attempt at state sloganeering, “Cooler and Warmer,” was received like ketchup on a hot wiener or fried clams with no bellies.
The new slogan, “All That,” makes sense when it’s appended to an inviting local photo, but as a stand-alone it wouldn’t put me on a plane to Rhode Island from somewhere distant.
So, what makes a good slogan?
The website Zenbusiness advises it should be simple, with no more than six words, – little ones – that are strong and direct.
It cites as good examples Finger-lickin’ good, A diamond is forever, Snap, crackle and pop, and America runs on Dunkin.
Developed by a Florida company, Rhode Island’s new tagline is part of a marketing campaign costing $482,000.
Whenever a slogan is rolled out, cries go up in favor of saving money – and keeping things local – by asking Rhode Islanders themselves to submit ideas.
Actually, this was done, years ago, in a contest sponsored by the Providence Journal. And as a Journal man back then, I was among the judges.
To raise money for charity, the newspaper proposed selling T-shirts and other items bearing contest-generated slogans – and its request for entries resulted in more than 3,000 suggestions.
The results were entertaining, doubly so because the winners, emblazoned on T-shirts, baseball caps, clam chowder mugs, and pin-on buttons, were illustrated by popular South County cartoonist Don Bousquet.
Picking the winner for T-shirts was a no-brainer: Refreshing Rhode Island: Splash It On.
For baseball caps we were delighted with Rhode Island Fits Me Fine!, and for chowder mugs, Rhode Island: Savor the Flavor.
The winner for buttons, Rhode Island: A Giant Leap for Clamkind, failed the six-word test, but we chose it anyway.
Among non-winners, we liked some that touted Rhode Island as a Small Wonder, One Shelluva State, and SEA-sational.
Other candidates included Yawl Come Back, Wade a Minute – Sea Rhode Island, and Go QuaHOG Wild!
Also getting notice were Romantic Rhode Island, Seas the Opportunity, Oceans of Fun, Sea for Yourself, Beauty and the Beach, Splendidly Small, Come Capture a Quahog, and Clamalot.
Entries were just as spirited in a companion contest asking for slogans limited to tourist-oriented South County. A big winner there was South County: Shore Enough!
Naturally, the competition attracted their share of wags who preferred highlighting less buoyant aspects of Rhode Island, so we got the likes of The Indictment State and By Hook or By Crook.
Another entry, pushing an erotic limit, amused some of the judges but was off-putting to others in its assertion that Clams Do It On the Beach.
What was my own opinion of it?
Sorry, but on that one I’m invoking my constitutional right, as a bona fide Rhode Islander, to clam up.
Gerry Goldstein (gerryg76@verizon.net), a frequent contributor, is a retired Providence Journal editor and columnist.
