Mark Patinkin goes all in on 'All That' and stands up for new RI tourism campaign
Instead of publishing this column in daylight, I should probably open my door at 3 a.m., read it in a whisper, then hide under the bed.
Because I'm taking a stand that people usually don't take here. Not only am I supporting something state government is doing, but, more specifically, OK, I'll just say it.
I love the new tourism ads.
The one a lot of folks are piling on.
Saying things like: “All that? That’s all?”
And: “This is the best they can come up with?”
Plus, lots of “All that and a broken bridge,” comments.
I heard from my friend Bob Burke, owner of Pot Au Feu and a great promoter of Rhode Island. But as for the new tourism videos?
“‘All That’ is off to a Cooler and Warmer start,” he wrote me. “There are many reasons these embarrassing flops keep happening – last time we promoted a hot sauce from Louisiana around the country with a giant carb bomb … Awful Awful!”
Bob meant the recent campaign putting 7-foot Styrofoam stuffies, with condiments, in airports.
Frankly, I liked the stuffies, too. Points given for being different.
Still, part of the Rhode Island pedigree is hating on the latest tourism campaign.
But today, I’m standing up for “All that.”
If you go to the RI Commerce website, you can check out six of the ads.
The first runs 30 seconds. That’s not much, but man, they pack it in, hitting you with waterfront yoga, river kayaking, seafood eating, bike path riding, ocean surfing and a bunch of beach stuff. And that was just the first half of the ad.
The last half throws in some city al fresco dining, bay sailing, pizza eating, live music listening, and a sprinkle of mansions and lighthouses.
All that and then some: RI's new tourism marketing slogan? The state is 'All That.'
It met the basic test of a tourism ad: it made me think I would definitely go to that place.
They did a great job with something else, too.
These days, everyone thinks of themselves as a video editor, at least every millennial and GenZ-er. So it’s hard to stand out.
But these ads do, with a lot of fast, sweeping drone action – that kind of thing.
There are six ads in total on the RI Commerce site. The one I mentioned – 30 seconds – is the longest. The others are just 15 seconds but still have a punch.
Each takes an angle – All Food, All People, All Outside, All Explorers … and then ending with All That.
I like it.
I like the 15-second cutoff, too. That’s probably the length of an average Instagram video, which now defines the American attention span. And frankly, you need to grab people in the first three seconds, or they won’t stick around for the other 12.
These ads do a good job of grabbing.
Admittedly, they hit similar highlights that other states do. A lot of places have kayaking, beaches and al fresco dining.
But a campaign like this is about creating a feeling, and this one does.
Loving RI: Rhode Island's timeless charisma and why it's important to take a minute to appreciate it
As for some of those negative comments, well, there will always be Rhode Island voices that are down on the place. I can’t deny there are some good reasons. Like corruption, unaffordable housing and there’s that problem with a bridge.
Yet I’ve long thought this is a special place, with history and a rich ethnic fabric. Small but with a bit of everything you find in big cities, like a great food and arts scene.
And all the things in All That.
Things that would make me want to visit.
And make me glad I live here.
So I don't agree with those who say the ads overstate what we have.
They capture it.
My two cents – we really kind of are all that.
mpatinki@providencejournal.com
This article originally appeared on The Providence Journal: RI tourism slogan 'All That' captures all state has to offer: Patinkin
