Rhode Island Debuts “All That” Tourism Marketing Campaign


PROVIDENCE, R.I., Feb. 21, 2024 /PRNewswire/ — Rhode Island Commerce – the official full-service, economic development organization for the State of Rhode Island – recently debuted the state’s new tourism-focused marketing campaign, “All That.” With the intention of driving occupancy throughout the Ocean State and bringing revenue into communities, the integrated marketing campaign will showcase Rhode Island’s vast offerings and diversity for travelers.



Rhode Island is a state of firsts; a state of game changers, inventors, icons, rebels; Rhode Island is historic, scenic, delectable; Rhode Island is “All That.”

The campaign will be featured nationally and in select markets through a combination of social, digital and broadcast advertisements, boasting stunning visuals of the state’s many iconic landmarks, decadent culinary landscape, nearly 400 miles of New England coastline as well as picturesque scenes of the state’s outdoor activities. “All That” is a new dawn of tourism, and the Ocean State is ready to welcome every variation of traveler. To kick off the campaign, the state is partnering with The Jennifer Hudson Show, to help bring the Ocean State into the national spotlight through its iconic attractions, inclusive culture, and prominent history. Staying true to its principles as a state of firsts, Visit Rhode Island will be the first tourism corporation to partner with the show in launching a tourism marketing campaign.

“Tourism is one of our state’s largest economic drivers, though it’s our residents, who continue to show up offering best-in-class experiences, that propel us forward as an internationally acclaimed destination,” said Governor Dan McKee. “This campaign is not only a testament to what makes Rhode Island ‘All That’ but also a testament to our community that refuses to be anything but extraordinary.”

“No matter who you are or where you are from, Rhode Island has something for you. Visitors can explore vibrant neighborhoods and sunny beaches, enjoy our rich arts and music scene, and sample world-class cuisine here in the Ocean State,” said Lieutenant Governor Sabina Matos. “This new campaign will ensure that travelers know that whatever they are looking for in their next trip, Rhode Island is “All That.”

Rhode Island is ‘All That’—home to a rich history, beautifully preserved heritage sites, a culinary scene that spans from exquisite seafood to unique local delicacies, and unparalleled natural beauties. Our new marketing campaign is an open invitation to explore the vast, diverse experiences we offer, proving that Rhode Island truly embodies ‘all that’ and more,” said Secretary of Commerce Liz Tanner.

“During the Pandemic we were Rhody Resilient. Not closing the state completely and continuing our marketing efforts, emphasizing our outdoor activities,” said Anika Kimble-Huntley, Chief Marketing Officer for Rhode Island Commerce. “Now, looking ahead, it’s time we let people know that our state is “All That,” and today we can say this with confidence. Visit us for an epicurean journey, a historic rendezvous, an outdoor adventure, or a relaxing retreat; we have “All That.”

Rhode Island is packed with beaches and fresh-from-the-ocean seafood that travelers have come to know and love. Recognized as the Ocean State and proud of it, take a second look and visitors will find Rhode Island is also full of public art, swanky mansions, charming villages, farms, breweries and wineries, winding trails, and walkable cities. Little Rhody is artistic, rebellious, historic and modern, welcoming and diverse.

For more information on visiting the state of Rhode Island visit, To view a sampling of the “All That” advertisements and for more information on Rhode Island’s tourism initiatives, click here.

About Rhode Island Commerce
Rhode Island Commerce is the official full-service, economic development organization for the state of Rhode Island. It works with public, private, and nonprofit partners to create the conditions for businesses in all sectors to thrive as well as improve the quality of life for Rhode Island citizens. Rhode Island Commerce’s tourism division works in partnership with local convention and visitors’ bureaus, chambers of commerce, and private travel-related organizations to promote economic opportunity and prosperity for Rhode Island through both domestic and international tourism. In 2022, Rhode Island attracted 27.7 million visitors, and tourism spending contributed $5.3 billion to the State’s economy with a total economic impact of $7.9 billion. Tourism subsidized 84,386 jobs, representing one in every eight jobs in the State, providing more than $1.9 billion in government revenues as well as contributed $903 million in state and local taxes. For more information on visiting Rhode Island including travel guides, events, images and more, go to www.VisitRhodeIsland.com.

About Warner Bros. Unscripted Television
Warner Bros. Unscripted Television is the leading unscripted studio in America, currently producing over 50 series and documentaries, totaling nearly 2,000 hours of programming annually across broadcast, cable, streaming, digital, first-run syndication and podcasts. Led by studio president Mike Darnell, the division is comprised of Warner Horizon, Shed Media and Telepictures and produces leading and award-winning series and franchises such as “The Bachelor,” “The Bachelorette,” “The Voice,” “Extra,” “Paris in Love,” “True Story with Ed & Randall,” “Finding Magic Mike,” “The Real Housewives of New York City,” “911 Crisis Center,” and “The Bradshaw Bunch,” as well as “Friends: The Reunion” and “Harry Potter 20th Anniversary: Return to Hogwarts,” among others. Upcoming projects include “The Wheel,” “101 Places to Party Before You Die,” “Who Do You Think You Are?,” and “The Jennifer Hudson Show.”

About Warner Bros. Domestic Television Distribution
Warner Bros. Domestic Television Distribution is one of the leading distributors of entertainment programming to the domestic television marketplace, distributing first-run syndicated series, off-network television programs and theatrical motion pictures to local broadcast television stations, as well as to pay, cable, satellite and broadcast networks, and subscription video-on-demand platforms throughout the U.S.

Media Contact:
Casey Fox
The Zimmerman Agency
[email protected]

Rhode Island CommerceRhode Island Commerce

Rhode Island Commerce



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SOURCE Rhode Island Commerce


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