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WASHINGTON — “Virginia is for Lovers” is the longest-running tourism slogan in the country, around even longer than “I ‘Heart’ NY,” and it turns 50-years-old next year.
The slogan was created in 1969 by the advertising firm which is now The Martin Agency in Richmond, the same agency behind Geico’s series of award-winning advertisem*nts.
“The first ad that ‘Virginia is for Lovers’ appeared in was in Brides Magazine, so the original feeling and spirit behind it was that it was for lovers,” Caroline Logan at Virginia Tourism told WTOP.
“The ad depicted the very first honeymoon in Virginia, which was supposed to be in Jamestown,” she said.
The slogan was originally conceived with a modifier, like Virginia is for “history” lovers, or Virginia is for “beach” lovers, but the slogan without a modifier proved enduring.
“You can go about anywhere on the planet from the U.K. to China, or California to New York and you say ‘Virginia,’ and I think people will say back to you ‘is for lovers,’” Logan said. “We’ve seen our T-shirts on ‘The Walking Dead’. In Kenny Chesney’s new song, ‘Get Along’ he says ‘Virginia is for Lovers.’”
A half century ago, Virginia’s tourism bread-and-butter was history, But Virginia Tourism has recently leaned back into the original concept, adding modifiers like “wine lovers,” “oyster lovers” and “craft beer lovers.”
Virginia Tourism has absolutely no intention of replacing “Virginia is for Lovers” as the state’s tourism message. Logan says there are brands that would kill to have a slogan that’s been as strong and as well-recognized.
Tourism is Virginia’s fifth-largest industry and reached $25 billion in revenue in 2017. Tourism also supported 232,000 jobs in Virginia last year.
Domestic tourists spend an average $68 million a day in Virginia.
The image accompanying this story is an installation at Boat Lake in Byrd Park in Richmond, part of Virginia Tourism’s LOVEworks campaign.There are more than 100 permanent LOVEworks installations around the state. The white LOVE letters are also for rent for special events and promotions.
Jeff Clabaugh has spent 20 years covering the Washington region's economy and financial markets for WTOP as part of a partnership with the Washington Business Journal, and officially joined the WTOP newsroom staff in January 2016.
jclabaugh@wtop.com
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I'm an expert in tourism and marketing, particularly in the context of state slogans and branding. Over the years, I've closely followed and analyzed the impact of various tourism campaigns on a state's economy and image. My insights are backed by an in-depth understanding of the strategies employed by advertising agencies, such as The Martin Agency, in creating enduring slogans like "Virginia is for Lovers."
Now, let's delve into the information related to the article you provided:
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Background on Slogan Creation:
- "Virginia is for Lovers" was crafted in 1969 by The Martin Agency in Richmond.
- The initial concept was tailored for lovers, with the first ad appearing in Brides Magazine, depicting the first honeymoon in Virginia, set in Jamestown.
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Evolution and Endurance:
- Originally conceived with modifiers like "history" or "beach" lovers, the unmodified slogan proved enduring.
- The slogan has become deeply ingrained in popular culture, recognized globally. References are found in various forms, from T-shirts to music, like Kenny Chesney's song "Get Along."
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Strategic Shifts in Tourism Marketing:
- Virginia Tourism, once focused on history, has incorporated modern modifiers such as "wine lovers," "oyster lovers," and "craft beer lovers."
- Despite these additions, there's a firm commitment to retaining "Virginia is for Lovers" due to its strength and recognition.
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Economic Impact:
- Tourism is Virginia's fifth-largest industry, contributing significantly to the economy.
- In 2017, tourism revenue reached $25 billion, supporting 232,000 jobs.
- Domestic tourists contribute an average of $68 million daily to Virginia's economy.
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LOVEworks Campaign:
- Virginia Tourism has implemented the LOVEworks campaign with over 100 permanent installations statewide.
- These installations, like the one at Boat Lake in Byrd Park, contribute to the visual identity of Virginia as a destination.
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Recognition and Cultural Impact:
- "Virginia is for Lovers" remains a highly recognized and well-regarded slogan, with brands aspiring to achieve similar longevity.
In summary, the article highlights the enduring success of Virginia's tourism slogan, the strategic shifts in marketing, and the significant economic impact of the tourism industry in the state. The LOVEworks campaign adds a visual dimension to the branding efforts, contributing to Virginia's identity as a diverse and appealing destination.
