The slogan is so iconic that it was named to the Madison Avenue Advertising Walk of Fame in 2009 along with the Budweiser Clydesdales and State Farm’s “Like a Good Neighbor, State Farm is There” slogan. And, like these other iconic slogans, it has endured the test of time.

The “Virginia is for Lovers” slogan turns 50 years old in 2019 and the state’s tourism office is keeping it fresh by going back to its roots. In 1969, a $100-a-week copywriter named Robin McLaughlin in the Richmond advertising agency Martin & Woltz came up with the slogan “Virginia is for history lovers” that could be adapted for beach lovers, mountain lovers and so on. The agency owners thought that might be too limiting and shortened it to simply “Virginia is for Lovers.”

Today, the Virginia Tourism Corp. promotes the broad version of “Virginia is for Lovers,” referring to lovers of everything from sandy beaches to craft beer and is sponsoring a 50-day promotion from June 21-Aug.10. (

Also new in 2019

The Commonwealth’s statewide 2019 Commemoration celebrates events in 1619 that helped shape America, including the first representative assembly, the first women to arrive in the colony and the first recorded Africans to arrive.

In June, Old Town Alexandria will welcome a new permanent attraction, the tall ship Providence.

Widewater State Park in Stafford County opens as the 38th state park, with 1,100 acres and two miles of waterfront.

The historic Academy of Music Theatre in Lynchburg has reopened after renovations. The theatre, built in 1905, closed in 1958.

Seven unique oyster experiences make up Shuckapalooza on April 12 throughout Virginia’s River Realm.

Seven Bends State Park will open this spring in the Shenandoah Valley with 1,000 acres of primitive trails, river access and four miles of river frontage.

The Salty Southern Route opens March 1 through Southeastern Virginia’s region of peanuts, salt-cured hams and pork products.

For more on what’s new in Virginia, check out

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