The History of "Virginia is for Lovers"

The "Virginia is for Lovers" slogan was introduced in 1969 by the Virginia State Travel Service, now known as the Virginia Tourism Corporation (VTC). The slogan was the brainchild of the Richmond-based advertising agency Martin & Woltz Inc., which aimed to capture the essence of Virginia's diverse attractions. Initially, the slogan included modifiers such as "Virginia is for history lovers" and "Virginia is for beach lovers," but the agency ultimately decided to simplify it to "Virginia is for Lovers" to make it more universally appealing and evocative​ (Wikipedia)​​ (13News Now)​.

This catchy and somewhat provocative slogan was a reflection of the cultural zeitgeist of the late 1960s, a time characterized by the Summer of Love and Woodstock. The slogan quickly gained traction and has since become one of the most enduring and recognized tourism slogans in the United States​ (RVANews)​.

The Impact of the Slogan

Since its inception, "Virginia is for Lovers" has played a significant role in promoting the state as a premier travel destination. The slogan has been instrumental in attracting visitors to Virginia's mountains, beaches, historical sites, and vibrant cities. The tourism industry in Virginia has seen substantial growth, with visitor spending increasing from $1.3 billion in 1969 to a staggering $26 billion in 2018​ (Virginia.org)​.

This growth in tourism has had a ripple effect on the local economy, supporting over 234,000 jobs and generating $1.8 billion in state and local taxes as of 2018. The slogan's flexibility and broad appeal have allowed it to remain relevant, helping to maintain Virginia's high brand awareness compared to neighboring states​ (13News Now)​​ (Virginia.org)​.

Significance for Small Business Owners

The "Virginia is for Lovers" campaign has not only boosted the state's overall tourism but has also provided significant benefits for small business owners. Tourism brings a steady stream of visitors who spend money on local accommodations, dining, shopping, and entertainment. This influx of tourists helps sustain small businesses, many of which are integral to the authentic Virginia experience that visitors seek.

Local businesses often participate in VTC's promotional efforts, such as the "50 Years of Love" campaign, which celebrated the slogan's 50th anniversary by awarding grants to 39 Destination Marketing Organizations (DMOs) across Virginia. These DMOs worked with local businesses to host events, programs, and special offerings that attracted visitors and boosted local economies​ (Virginia.org)​.

Moreover, the slogan's adaptability allows small businesses to leverage it in their marketing efforts, creating a cohesive and recognizable brand identity that resonates with both residents and visitors. From wineries and bed-and-breakfasts to craft breweries and outdoor adventure companies, small businesses across the state benefit from the positive associations and widespread recognition of the "Virginia is for Lovers" brand.

The "Virginia is for Lovers" slogan has proven to be a powerful tool in promoting tourism and supporting small businesses throughout the Commonwealth of Virginia. Its rich history, broad impact, and enduring significance continue to drive economic growth and foster a sense of community pride. As Virginia looks to the future, the slogan remains a vital asset in attracting new generations of visitors and sustaining the vibrant local economies that small business owners depend on.