Representative Doreen Costa Criticizes Spending Millions of Dollars on Rhode Island’s New Marketing Logo and Campaign


STATE HOUSE — Representative Doreen Costa (R-District 31 North Kingstown, Exeter)
is announcing her dissatisfaction and disappointment with the state of Rhode Island
hiring a graphic designer to create a new logo for the Ocean State to the tune of $1
million, and hiring a firm to create an entire marketing campaign for a total of $5

«It is unacceptable to me, and should be to the already overly-taxed citizens of
Rhode Island, to be forced to pay for such a frivolous expense, when the state has a
variety of creative resources available to it to do the same creative work,» said
Costa. «The Rhode Island School of Design is one of the premiere art colleges in
the country, and right in our own backyard. I am sure the state of Rhode Island
could have worked with the school’s elite design team at a fraction of the cost, if
not for free,» said Costa. «Furthermore, the state could have held a contest among
local artists, and selected a winner, whose work would be spotlighted on a national
level, a win-win for both the state and the artist.»

The brand mark of Rhode Island’s new campaign was designed by Milton Glaser, a
graphic and architectural designer, who created the «I Love NY» logo.

Costa went on to say, «Aside from cost, I think the logo is boring, simple, plain,
and does not evoke feelings of innovation, which Rhode Island is known for. As far
as the slogan Cooler & Warmer, it’s totally confusing, and I, nor anyone I’ve spoken
with understand what that means. What a terrible waste of money.»

The Cooler and Warmer campaign will incorporate multiple platforms, including a new website, paid advertising, including paid search on Google,
Yahoo and Bing, as well as banners on TripAdvisor, Expedia and Travel Channel, among
others, social media content and paid engagement on Facebook and Twitter, engagement
with Rhode Islanders, industry partners, and editorial influencers.