“Virginia is for Lovers” – it’s a slogan you’ve likely heard, and one that has become synonymous with the state of Virginia. But where did this catchy phrase come from, and why has it resonated for over half a century? The story behind this iconic tagline is a fascinating journey through advertising history and the evolving identity of a travel destination.
The Birth of a Slogan: 1969 and The Martin Agency
Back in 1969, Virginia’s tourism industry faced a challenge. The state was perceived as appealing mainly to older travelers, while younger generations looked elsewhere for their getaways. The Martin Agency, then known as Martin & Woltz, stepped in with a mission to revamp Virginia’s image and attract a broader audience. They were tasked with winning the Virginia Tourism account and knew they needed a campaign that was both fresh and unforgettable.
Initial brainstorming sessions explored Virginia’s diverse attractions – its stunning mountains, beautiful beaches, and rich historical heritage. One early tagline concept, “Virginia is for beach lovers,” hinted at the direction they were heading. However, it was during a last-minute creative surge that someone proposed the simple yet bold statement: “Virginia is for Lovers.” Initially, the phrase was considered a bit too daring, perhaps even controversial, for a state tourism campaign. Despite these initial hesitations, the slogan had an undeniable impact and ultimately, it stuck.
The first advertisement featuring “Virginia is for Lovers” appeared in Bridal Magazine. This initial campaign cleverly positioned Virginia as a romantic destination, drawing on historical romances to set the scene. The ad recounted the love stories of John Rolfe and Pocahontas, George and Martha Washington, and Thomas and Martha Jefferson, highlighting their “honeymoon” moments within Virginia’s borders. This romantic angle proved immediately successful, and the tagline quickly gained traction.
Evolution Beyond Romance: Embracing All Loves
What began as a campaign emphasizing romantic getaways soon blossomed into something much larger. “Virginia is for Lovers” transcended its initial focus and evolved into a powerful symbol representing the love for all the experiences Virginia has to offer. This included a love for history, a passion for music, a delight in food and drink, and an appreciation for the great outdoors. The slogan’s genius lay in its versatility and inclusivity. It wasn’t just about romantic love anymore; it was about loving life and finding what you love in Virginia.
Modern-Day Love: LOVEworks and Cultural Impact
Today, the legacy of “Virginia is for Lovers” is stronger than ever. Scattered throughout Virginia are over 300 LOVEworks – these are large, attention-grabbing LOVE signs that have become a beloved attraction in their own right. Born from the simple yet powerful tagline, these LOVEworks have transformed into a statewide scavenger hunt, encouraging travelers to explore different regions of Virginia in search of these unique signs, capturing photos, and sharing their experiences on social media. Each LOVEwork is distinct, reflecting the character of its specific location, collectively enhancing Virginia’s welcoming atmosphere. Whether you’re embarking on a road trip, discovering a charming small town, or simply passing through, there’s always another LOVEwork and more love to uncover.
From local breweries to vibrant festivals, businesses and residents across Virginia have wholeheartedly embraced “Virginia is for Lovers,” ensuring its continued relevance and appeal to visitors. It’s more than just a marketing slogan; it’s woven into the cultural fabric of the state. Locals proudly display it on t-shirts and bumper stickers, claiming it as a part of their identity. The slogan’s influence even extends into pop culture, appearing in music, television shows, and fashion collaborations, proving its remarkable staying power. Decades later, “Virginia is for Lovers” continues to connect with people, serving as a warm invitation and a reminder that everything you love can be found in a single trip to Virginia.
