History of Virginia is for Lovers slogan

Virginia is for Lovers, launched in 1969, is one of the most beloved and enduring tourism slogans in the country. 2009 marks the 40th anniversary of Virginia is for Lovers and is a perfect time to take a closer look at the true meaning behind it all.

At its core, Virginia is for Lovers stands for love – pure and simple. Here’s how the story began.

1969

The timing was right in 1969 when the Virginia State Travel Service (now the Virginia Tourism Corporation) adopted what would become its world-renowned "Virginia is for Lovers" slogan.

Given the tenor of the times, the roll-out of Virginia is for Lovers appealed to younger consumers who were the market of the future. Virginia is for Lovers debuted simultaneously with love-ins, Erich Segal’s popular book Love Story, peace demonstrations and of course – Woodstock. The first ad featuring the slogan ran in Bride’s Magazine in 1969 and a new image for Virginia was launched.

The Idea Behind It All – A Passion for Life

The idea came from a creative team headed by George Woltz of Martin & Woltz Inc., a Richmond-based advertising agency. According to Martin, a $100-a-week copywriter named Robin McLaughlin came up with an advertising concept that read, "Virginia is for history lovers." For a beach-oriented ad, the headline would have read, "Virginia is for beach lovers," for a mountains ad, "Virginia is for mountain lovers," and so on.

Martin thought the approach might be too limiting. Woltz agreed, and the agency dropped the modifier and made it simply "Virginia is for Lovers." The idea was that whatever people love most in a vacation, whatever they are most passionate about, Virginia was the ideal destination.

Virginia is for Lovers was considered bold and provocative, but it was also just plain smart from a marketing perspective. It planted a seed - a new image of a more exciting Virginia.

Virginia is for Lovers Today

Today Virginia is for Lovers continues to be the official state travel slogan. It is used in advertisements, Web design, travel guides, merchandise and information at the state Welcome Centers.

Virginia is for Lovers is an iconic symbol in American culture and continues to represent a warm and welcoming destination where visitors can connect with loved ones doing what they love on a memorable vacation in Virginia.