Heather Evans | Chief marketing officer, R.I. Commerce Corp.
1. What is your first priority in your new job? To listen and learn. [I’ve been] meeting with the tourism regions, hospitality partners and key stakeholder groups to learn more about them and explore more opportunities for collaboration. I also love data – as I get up to speed, I’m diving into our existing efforts, our analytics and our approach. My experience entails taking complex problems and arriving at clear and creative tactics to solve them.
2. Are there any changes planned to Rhode Island’s “Fun-Sized” tourism campaign? Not at this time. We know it is working well. The campaign is driving potential tourists to our website, and tracking software allows us to follow users through the booking process. We know our ads are converting potential customers to actualized business, and the campaign has helped drive millions of dollars in hotel bookings.
3. Did the failed “Cooler & Warmer” campaign of 2016 have a lasting impact on how the state approaches creating new marketing campaigns? There are always lessons to be learned, especially when something doesn’t go as planned. I plan to bring my own approach and vision to the role, but I understand that a positive that came from the experience was increased collaboration with the state’s tourism agencies and stakeholders.
4. Your predecessor mostly focused, at least publicly, on tourism. How will you also find the time to actively work to bring businesses to Rhode Island? While we’re promoting Rhode Island as a great place to visit and vacation, we’re at the same time promoting our state as a great place to expand or relocate your company. Our marketing team supports [R.I.] Commerce Corp.’s business-development team as they work to recruit new companies to Rhode Island. We do this through ... paid advertising and support at trade shows and conventions.
5. What does the data say about how the state’s tourism industry is doing in 2019? The year is at or ahead of last year’s strong finish, based on hotel taxes and occupancy rates through the spring, which is the last data we have. The good news and bad news is that Rhode Island summer occupancy rates are so high we can’t really do much better – at least until all the new hotels currently under construction open their doors. We’re focusing on the fall, when occupancy rates are traditionally lower and marketing the state as a year-round destination can really impact the economy here. n
Elizabeth Graham is a PBN staff writer. Contact her at Graham@PBN.com.
