‘Getting Unstressed’ In The Ocean State

A mild dose of sex appeal is combined with the more typical images of sunny beaches and relaxing vacation scenes in Duffy & Shanley’s latest print effort promoting Rhode Island as an attractive tourist destination. The new tagline urges visitors to “Get unstressed” in the Ocean State.
One execution in the campaign for the Rhode Island Office of Tourism features a woman discarding her jacket, as a hectic city scene gives way to a sandy beach and cloudless sky. The body copy begins, “As far as we know, deadlines do not apply in even the largest rooms of a sand castle.”
While the tagline has changed and the work has become somewhat more provocative, the new effort constitutes the evolution of the “stress relief” positioning the shop developed in last year’s effort promoting Rhode Island tourism, according to agency representative Julie Stamos.
Unlike many other tourism and destination campaigns that concentrate on historic sites and attractions at the expense of emotional appeals, Duffy & Shanley is attempting to give equal weight to the “unstressed state of mind” that visitors can enjoy during a trip to the Ocean State, Stamos said. The executions conclude with a toll-free information number, through which consumers can receive a complimentary Rhode Island travel guide.
Another ad in the series shows a man unknotting his necktie, as a jammed freeway fades away in favor of a picturesque gondola ride. The body copy reads, “Due to heavy congestion, it is suggested that travelers consider using alternate routes.”
The campaign breaks this month in the Northeastern editions of various consumer publications, including Ladies’ Home Journal, Better Homes & Gardens, Travel & Leisure and USA Weekend.
Media spending will be in the low seven-figure range. The campaign, which represents Rhode Island’s annual spring/summer appeal to prospective tourists, will run for the next several months.
Michael Silvia served as copywriter on the campaign. Sixten Abbott handled art direction. Peter Marcionetti was the creative director. Richard Benjamin, Steve Dunwell and Ruedi Hoffman photographed the ads.
The Providence, R.I.-based agency has handled the state’s tourism account for the past several years.