The slogan “Virginia is For Lovers” was created more than 50 years ago, but how did this popular phrase come to be?
According to the Virginia Tourism Corporation , the phrase “Virginia is For Lovers” was adopted by the corporation in 1969. At that time, the Virginia Tourism Corporation was known as the Virginia State Travel Service.
However, the phrase reportedly originated from a creative team headed by the Richmond advertising agency George Woltz of Martin & Woltz Inc., where a copywriter named Robin McLaughlin came up with an advertising concept that read, “Virginia is for history lovers.”
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According to the corporation, the concept would also advertise beaches with “Virginia is for beach lovers” or mountains with “Virginia is for mountain lovers,” and so on…