The slogan Virginia is For Lovers has a rich history that dates back over 50 years. It was officially adopted by the Virginia Tourism Corporation in 1969, when the organization was still known as the Virginia State Travel Service.
The origin of the phrase can be traced back to a creative campaign by the Richmond advertising agency Martin & Woltz Inc., led by copywriter Robin McLaughlin. Initially, the campaign featured specific modifiers, such as Virginia is for history lovers, aiming to highlight the state’s diverse attractions.
However, the creative team ultimately decided that this approach was too limiting. They simplified the slogan to “Virginia is For Lovers, which made its debut in a 1969 issue of Modern Bride magazine. This catchy phrase quickly gained traction and became synonymous with the state’s tourism efforts.
Over the years, the slogan has received significant recognition. On September 21, 2009, it was inducted into the Madison Avenue Advertising Walk of Fame by popular vote, highlighting its impact on advertising. Additionally, it was included in the Advertising Icon Museum alongside notable campaigns like the AOL Running Man and State Farm’s Like a Good Neighbor.
That same year, Forbes ranked “Virginia is For Lovers” among the top ten tourism marketing campaigns of all time, cementing its status as a beloved and enduring slogan in the world of advertising.