The original Virginia is for Lovers slogan was first used in 1969. At the time, many people thought the slogan a little too racy until Governor Linwood Holton saw the reaction of his three daughters. They were so enthusiastic that he became the slogan’s biggest emissary.
40 years ago, Virginia’s tourism industry was less than 3 billion dollars a year. Today it is a thriving $18.7 billion dollar business that employs over 210,000 people per year. So much for our racy little slogan. Now every place is for lovers.
Governor Tim Kaine also thinks the slogan is great. He appeared with his father in law, former Governor Holton to trumpet the success of the 40-year old slogan:
“Virginia is for Lovers” also appeals to Kaine.
“It’s one of the most recognized tourism slogans in the world, or slogans of any kind in the world,“ Kaine said. “It’s got enormous brand equity and marketing power.“
He added: “It’s given us a marketing identity that is fun, that is current. As current today as it was in 1969 when it started, although in 1969 it raised some eyebrows.“
Live Passionately will be added to the existing slogan. I guess this is an official state order 😉