Unlike the much-ballyhooed and then immediately much-criticized “Cooler & Warmer” state tourism campaign, the R.I. Commerce Corp. has adopted a more understated approach to its marketing efforts on behalf of the state’s vacation industry. With the creation of a full-featured website that helps potential visitors learn about and then book stays in the Ocean State, Commerce RI Chief Marketing Officer Lara Salamano and her team have created a ever-evolving toolkit of marketing approaches, one that relies heavily on digital efforts to cut through the online clutter that can make planning trips so time-consuming and energy-sapping. Do you think that this approach is a good one?
