RI marketing official resigns over botched tourism video

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Source:   —  April 02, 2016, at 8:16 PM

Gov. Gina Raimondo said she accepted Betsy Wall'south resignation and added that the state would drop portion of a new logo, the tagline "Cooler & Warmer." The tagline was designed by Milton Glaser, creator of the iconic "I Like NY" logo, but it left many people scratching their heads.

RI marketing official resigns over botched tourism video

The state'south top marketing official, who oversaw the disastrous rollout of a tourism campaign that included a video mistakenly featuring a scene from Iceland, resigned on Friday.

Gov. Gina Raimondo said she accepted Betsy Wall'south resignation and added that the state would drop portion of a new logo, the tagline "Cooler & Warmer." The tagline was designed by Milton Glaser, creator of the iconic "I Like NY" logo, but it left many people scratching their heads.

Raimondo, a Democrat, said it was unacceptable how many mistakes were made in the tourism campaign rollout and people necessity to be held accountable.

"As I dug into it a small bit and realized just how destitute of a work was done, I got beautiful crazy myself," she said. "These were sloppy, just unacceptable mistakes."

The video was portion of a $5 million integrated campaign to invite tourism and business.

The video, which briefly showed a skateboarder in front of the Harpa concert corridor in Iceland'south capital, Reykjavik, was mocked on social media and made international news. Embarrassed state tourism executive quickly yanked it off YouTube on Tuesday.

The Iceland error was one of several controversies that dominated discussion in RI since the tourism campaign rolled out Monday. The scrutiny of the video led to the discovery of numerous errors and outdated material on a newly redesigned tourism website that said RI is residence to twenty % of the country'south historic landmarks — instead of less than two percent.

Raimondo said the state was getting back $120.000 spent on the campaign: $100.000 for work by a marketing firm that's coordinated the effort and $20.000 for the cost of the video by a subcontractor.

Many residents also were miserable about the new state symbol and the "Cooler & Warmer" motto. Raimondo said the motto would be dropped because it "seems to not ring true for the people of Rhode Island."

But she defended Glaser'south visual design and praised how RI residents have been adapting the sail-shaped symbol with their own interpretations, many poking fun at the campaign or making earnest nods to favorite local places or products.

Raimondo had picked Wall just over three months ago to lead the campaign.

Wall lives in MA and led its tourism bureau until latest year. She made an embarrassing admission during an interview with WPRO-AM during the week when she acknowledged she was unfamiliar with Gaspee Days, a favorite local festival.

Wall earlier this week said she took primary responsibility for the rollout mistakes.

"These are tiny elements of a large marketing program," she said. "I know it'south creating a lot of laughs and emotion, but this is a 2-second error. This wasn't an attempt to deceive people or embellish. This was a mistake."

The video editing company took responsibility for the Iceland mix-up. The state'south economic development agency, the RI Commerce Corp., said it shared the blame since it hired the vendor.

Two of Raimondo'south communications executive said they noticed an unfamiliar scene in the video before the rollout but were assured all scenes were filmed in Rhode Island.

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