GOV. KAINE ANNOUNCES 40TH ANNIVERSARY OF VA IS FOR LOVERS
November 19, 2008
November 19, 2008-RICHMOND—Governor Timothy M. Kaine today kicked off the 40th anniversary of Virginia is for Lovers at the Virginia State Capitol. Virginia is for Lovers, launched in 1969, is the official state tourism slogan.
~ State tourism slogan is heart of new campaign starring real Virginians ~
2009 will mark its 40-year reign as one of the most recognizable and enduring tourism marketing initiatives in the country.
Joined by former governor A. Linwood Holton and officials from the Virginia Tourism Corporation, Governor Kaine invited Virginians and travelers to join him in celebrating Virginia’s appeal for people passionate about travel.
“Virginia is for Lovers is an American classic that connects with travelers of every generation,� Governor Kaine said. “Though a lot has changed during the past forty years, Virginia is still a leader in tourism with the ‘Virginia Green’ section of VTC’s award winning website, which highlights our wonderful opportunities for travel with low environmental impact. 2009 is going to be a great time to experience Virginia’s newest destinations and exciting additions to historic favorites.�
Virginia tourism officials plan to use the 40th anniversary of Virginia is for Lovers as a reminder about the true meaning behind the slogan.
What started out as “Virginia is for history lovers," "Virginia is for beach lovers" and "Virginia is for mountain lovers," was soon shortened to “Virginia is for Lovers,� implying that whatever visitors loved they could find in Virginia.
“Virginia is for Lovers is one of the most famous slogans in the country but it’s often misunderstood,� said Alisa Bailey, President and CEO of the Virginia Tourism Corporation. “At its core, Virginia is for Lovers represents a love of life and a passion for travel. We invite travelers to come celebrate our 40th anniversary and live out their passions for music, history, wine, culture and adventure in Virginia.�
The first ad featuring the slogan appeared in 1969. Throughout the 1970’s the unique slogan became extremely popular with support from state leaders such as A. Linwood Holton, Virginia’s governor and future father-in-law to Governor Kaine.
Forty years later, Virginia is for Lovers is going strong in the new “Portraits of Passion� marketing series. These portraits are real Virginians whose passion for history, music, wine, outdoor adventure and life make Virginia a rewarding travel destination.
The Portraits of Passion are outdoor guides, wine makers, musicians and other members of the travel industry with whom visitors can connect on vacation in Virginia. The “portraits� tell their own story in their own words in print advertisements, in the Virginia travel guide and, for the first time ever, in multi-media videos on Virginia.org/portraits.
Online visitors can also discover their travel “passionality� through an interactive quiz that uses the latest technology to connect travelers with their ideal travel experiences in Virginia, complete with customized itineraries and trip planning resources.
Tourism is an $18.7 billion industry in Virginia, generating 210,000 jobs and providing $1.2 billion in state and local taxes for Virginia’s communities.
Visit Virginia.org to start planning a trip during the 40th anniversary of Virginia is for Lovers. For Celebrations, sweepstakes and travel deals will be announced on Virginia.org throughout 2009. For more travel information, call 1-800-VISITVA and order a free 2009 travel guide.
For more information on the 40th anniversary, including a video news release, backgrounder and Portraits of Passion images, please visit www.vatravelstories.com. For more on the “Virginia Green� program, visit www.virginia.org/green.
