The Story of Virginia is for Lovers
It all started back in 1969. The Martin Agency—then called Martin & Woltz—was determined to win the Virginia Tourism account. At the time, Virginia was seen as a destination for older travelers, but younger folks weren’t interested. The agency knew they needed something fresh and memorable.
Their early concepts focused on Virginia’s diverse offerings—mountains, beaches, and rich history. One tagline read "Virginia is for beach lovers," but in a last-minute brainstorm, someone suggested simply "Virginia is for Lovers." At first, it seemed too edgy for a tourism campaign, but it stuck.
The first ad ran in Bridal Magazine and introduced Virginia as a romantic getaway, telling the story of John Rolfe and Pocahontas, George and Martha Washington, and Thomas and Martha Jefferson—all couples who had their own “honeymoon” moments in Virginia. The tagline caught on fast.
What started as a nod to romance soon evolved to mean so much more. Virginia is for Lovers became a symbol of love for all the experiences Virginia offers—history, music, food, and the great outdoors. And over 50 years later, it’s still going strong.
Modern Day Popularity
All across Virginia, you’ll find more than 300 LOVEworks—those giant, eye-catching LOVE signs that have become a fun part of any trip. What started as a simple tribute to Virginia is for Lovers has turned into a statewide scavenger hunt, with travelers snapping photos and sharing the love on social media. Each one is unique, reflecting the personality of its location, and together, they make Virginia feel even more welcoming. So whether you're road-tripping, exploring a small town, or just passing through, keep an eye out—there’s always a little more LOVE to discover!
From breweries to festivals, businesses and locals all over Virginia have embraced Virginia is for Lovers, keeping it fresh and inviting for travelers. But it’s more than just a slogan—it’s part of the culture here. Locals wear it on t-shirts, slap it on bumper stickers, and proudly claim it as their own. You’ll spot it in pop culture, from music and TV to fashion collabs, proving it’s got staying power. Decades later, it’s still bringing people together, reminding everyone that all that you love, is all in one trip to Virginia.
