Tourism and travel slogan of the U.S. commonwealth of Virginia
The "Virginia is for Lovers" logo
"
Virginia is for Lovers
" is the tourism and travel slogan of the U.S. commonwealth of
Virginia
. 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 iconic
ad campaigns
in the past 50 years."
[2]
Virginia's 2014 and current license plate
Virginia's 2015 and current Welcome Sign
History
[
edit
]
A team led by
David N. Martin
and George Woltz of Martin and Woltz Inc. of
Richmond, 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 become
The 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 in
Loving v. Virginia
, which legalized
interracial 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 of
Modern Bride
.
[4]
Crosby, Stills, Nash & Young
reunion tour at
Foreman Field
,
Old Dominion University
, Norfolk VA (August 17, 1974)
Hillary Clinton
's
2016 campaign
used this variation on the phrase in some of its Virginia campaign materials.
Accolades
[
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]
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 by
Forbes.com
.
[4]
In 2016, the Virginia Tourism Corporation began selling apparel with a rainbow-colored heart in the logo as part of an
LGBT
tourism promotion campaign.
[6]
The slogan began appearing on the state's license plates in 2014 and the state's welcome signs in 2015.
In popular culture
[
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]
The slogan has been mentioned by a variety of artists over the years. In 2005, post-hardcore band
Hawthorne 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.
[7]
American Idol
winner
Jordin 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 in
The Hold Steady
song "
Killer Parties
", and Willie Adler, guitarist for
Lamb of God
, has the slogan printed on the neck of his custom guitars. The slogan is also mentioned in the
Kenny Chesney
song "
Get Along
". The slogan is also mentioned in the
Fountains of Wayne
song "I-95", from their 2007 album
Traffic 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."
[8]
Virginia Beach-based rap group
Clipse
include the slogan in their song "Virginia," from their 2002 album
Lord Willin'
, proclaiming: "Virginia's for lovers, but trust there's hate here / For out-of-towners, who think they're gon' move weight here."
[9]
Space travel company
Rocket Lab
launched their first US based space flight in the
Mid-Atlantic Regional Spaceport
(MARS)
LC-2
launch pad
(the first use of that launch pad overall) on
Wallops 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 the
Rocket Lab
developed
Electron
rocket.
[10]
References
[
edit
]
- ^
"Virginia is for Lovers ? Virginia Is For Lovers"
. Virginia.org
. Retrieved
November 18,
2015
.
- ^
a
b
Parekh, Rupal (October 2, 2012).
"Martin Agency Founder Dave Martin Passes Away at 82, Created 'Virginia Is for Lovers'
"
.
Advertising Age
. Retrieved
October 16,
2012
.
- ^
LLovio, Louis (October 4, 2012).
"David N. Martin, the Godfather of Richmond advertising, dies at 82"
.
Richmond Times-Dispatch
. Retrieved
October 16,
2012
.
- ^
a
b
c
"Virginia is for Lovers"
.
virginia.org
. Retrieved
June 29,
2016
.
- ^
METRO CONNECTION (February 17, 2012).
"Is Virginia Really for Lovers?"
.
WAMU
.
- ^
"Virginia rolls out push for LGBT tourism dollars"
.
Daily Press
. September 23, 2016
. Retrieved
September 24,
2016
.
- ^
"Dayton Emo Band Hawthorne Heights Launches Ohio Is For Lovers Festival at Riverbend This Weekend"
.
www.citybeat.com
. Retrieved
October 19,
2022
.
- ^
Fountains of Wayne ? I-95
, retrieved
June 2,
2024
- ^
Clipse (Ft. Pharrell Williams) ? Virginia
, retrieved
July 18,
2023
- ^
"Rocket Lab launches 3 satellites in first mission from U.S. soil"
.
www.cbsnews.com
.
External links
[
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]