"Virginia is for Lovers" (stylized in all caps asVirginia is for Lo❤ers) is the tourism and travel slogan of the U.S. commonwealth ofVirginia. Used since 1969,[1] it has become a well-recognized and often imitated part of American jargon. In 2012,Advertising Age magazine called "Virginia is for Lovers" "one of the most iconicad campaigns in the past 50 years."[2]
A team led byDavid N. Martin and George Woltz of Martin and Woltz Inc. ofRichmond, Virginia created the slogan[2][3] after winning the Virginia State Travel account in 1968. Originally, they had come up with history ads, "Virginia is for History Lovers"; beach ads, "Virginia is for Beach Lovers"; and mountain ads, "Virginia is for Mountain Lovers". This approach was eventually discarded as too limiting, and the qualifiers were dropped. Martin and Woltz Inc. eventually gained prominence and grew to becomeThe Martin Agency.[4] The Martin Agency says that, contrary to some claims, the slogan is not a reference to the United States Supreme Court's 1967 ruling inLoving v. Virginia, which legalizedinterracial marriage in the United States.[5]
In 1969, the Virginia State Travel Service (now the Virginia Tourism Corporation) adopted the "Virginia is for Lovers" slogan and the first ad campaign using the tagline appeared in March 1969, in an issue ofModern Bride.[4]
In 2009, "Virginia is for Lovers" was inducted into the Madison Avenue Advertising Walk of Fame, a creation of Advertising Week, the largest collection of advertising, marketing and media professionals in North America. These inductees were also included in the Advertising Icon Museum. Also in 2009, "Virginia is for Lovers" was acknowledged as one of the top ten tourism marketing campaigns of all time byForbes.com.[4]
In 2016, the Virginia Tourism Corporation began its first-ever LGBTQ+ marketing efforts. It made available the iconic Virginia is for Lovers logo, filling the red heart with a rainbow pride version. Coordinating with statewide Destination Marketing Organizations (DMOs), LGBT organizations and Queer-owned businesses, theVirginial.org/lgbt website and corresponding@visitgayva Instagram channel were created, sharing LGBTQ+ and Queer-centric visitor experiences, and linking to LGBT and Ally-owned lodging, events, dining and attractions. Also, the state began itVA State Pride Guide andblog series, and selling pride apparel and gear on theVirginia is for Lovers merchandise website.
The slogan began appearing on the state's license plates in 2014 and the state's welcome signs in 2015.
The slogan has been mentioned by a variety of artists over the years. In 2005, post-hardcore bandHawthorne Heights alluded to the phrase in the title of their single "Ohio Is for Lovers", which would become widely regarded as an anthem of the early 2000’s emo music scene.[6]American Idol winnerJordin Sparks recorded a song called "Virginia is for Lovers" in 2007, which was featured as a bonus track on her self-titled debut album. The slogan is mentioned inThe Hold Steady song "Killer Parties", and Willie Adler, guitarist forLamb of God, has the slogan printed on the neck of his custom guitars. The slogan is also mentioned in theKenny Chesney song "Get Along". The slogan is also mentioned in theFountains of Wayne song "I-95", from their 2007 albumTraffic and Weather, singing "They've got most of / the Barney DVDs / and coffee mugs and tees / that say Virginia is for lovers, but it's not."[7] Virginia Beach-based rap groupClipse include the slogan in their song "Virginia," from their 2002 albumLord Willin', proclaiming: "Virginia's for lovers, but trust there's hate here / For out-of-towners, who think they're gon' move weight here."[8] Space travel companyRocket Lab launched their first US based space flight in theMid-Atlantic Regional Spaceport (MARS)LC-2launch pad (the first use of that launch pad overall) onWallops Island, Virginia in 2023. The slogan was referenced by Rocket Lab with the title they gave the launch "Virginia Is For Launch Lovers" which used theRocket Lab developedElectron rocket.[9]
