Grant fund established to help celebrate 50th anniversary of the “Virginia is for Lovers” tourism slogan
Colonial Beach News
The sixties was a time when peace and love were much sought after ideals. So it is no surprise that the slogan “Virginia is for Lovers” would come out of the 60’s.
In 1969, Robin McLaughlin, a copywriter working for Richmond Advertising Agency – Martin & Woltz Inc, came up with an advertising concept that read, “Virginia is for history lovers.”
For a beach-oriented ad, the headline would have read, “Virginia is for beach lovers”; for a mountains ad, “Virginia is for mountain lovers,” and so on.
Martin thought the approach might be too limiting. Woltz agreed, and the agency dropped the modifier and made it simply “Virginia is for Lovers.” The new slogan debuted in a 1969 issue of “Modern Bride.”
But the fame didn’t stop there. By popular vote, “Virginia is for Lovers” was inducted into the Madison Avenue Advertising Walk of Fame on September 21, 2009. The slogan was included in the Advertising Icon Museum alongside fellow 2009 inductees, the AOL Running Man, the Budweiser Clydesdales, and State Farm’s “Like a Good Neighbor, State Farm is There.” This recognition came on the heels of Forbes.com tapping “Virginia is for Lovers” as one of the top ten tourism marketing campaigns of all time.
The slogan celebrates its 50th year of success for Virginia. In celebration Virginia Tourism Commission has awarded $390,000 to 39 tourism marketing programs across the Commonwealth to help increase visitation and revenue. Each grant recipient received a $10,000 grant for its “50 Years of Love” project, with the requirement of engaging 10 or more tourism partners in order to receive grant funding.
Colonial Beach is proud to announce they are one of the 39 localities to win this grant award.
This week the Town of Colonial Beach announced that it has received a $10,000 grant from the Virginia Tourism Corporation “50 Years of Love” grant fund.
“50 Years of Love” is part of VTC’s efforts to celebrate the 50th anniversary of the tourism slogan, Virginia is for Lovers.
The Town of Colonial Beach partnered with Colonial Beach Discounts, Denson’s Grocery and R&B Oyster Bar, Monroe Bay Winery, BAMM, Boathouse Marina, Riverview Inn, Pretty Pets, Colonial Beach Yacht Center, Dockside, and Riverboat on the Potomac to incorporate the “50 Years of Love” campaign into the Town.
“Virginia is for Lovers is one of the most iconic tourism slogans in the world, and we are thrilled to be celebrating “50 years of Love” with partners from around the Commonwealth in 2019,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “This grant program provides an engaging opportunity for destinations across the state to showcase what makes a vacation in Virginia so special, and helps to show travelers why Virginia is for Lovers still rings true 50 years later.”
Colonial Beach Economic & Tourism Advisor, Ryan Gandy said, “The Town is thrilled to have been selected by VTC to celebrate the 50th anniversary of this iconic brand. With the proximity of historic sites along the Northern Neck and access to the Potomac River, Colonial Beach has been a popular tourism destination since the 19th century and continues to serve as the “Playground on the Potomac” to this day. Being selected to participate is a testament to the local business community and residents who make Colonial Beach a desirable destination for visitors and we look forward to celebrating this anniversary all summer long. Come down and see for yourself why Colonial Beach is the gem of Virginia.”
The Virginia Tourism Corporation is the state agency responsible for marketing Virginia to visitors and promoting the “Virginia is for Lovers” brand, which is celebrating 50 years in 2019. Tourism is an instant revenue generator in Virginia. In 2017, visitors spent $25 billion, which supported 232,000 jobs and contributed $1.73 billion in state and local taxes.