Virginia is not just for lovers but everyone!

If you thought Virginia was just for lovers as the state's slogan has said for decades, think again. A special creative team has been busy drumming up a new tourism slogan to bring in more people to the state.

The Virginia Tourism Corporation (VTC) and its agency of record, The Martin Agency, recently announced the launch of its new 2022 Flagship Campaign, "Virginia is for…," an integrated paid advertising campaign spanning broadcast, out-of-home, digital, social media, and search, according to fastcompany.com

Yes, Virginia is a place for beach lovers, history lovers, animal lovers, mountain lovers, and just about anything else you can think of! Just think about the charming love letter you could write to your beloved from the state of Virginia!

"Virginia is for Lovers is an iconic and beloved tourism slogan, recognized around the world as one of the most time-honored marketing campaigns of all time," said Rita McClenny, president, and CEO of Virginia Tourism Corporation. "The 'Virginia is for…' campaign aims to connect that powerful brand equity with the abundance of travel experiences in Virginia and invites new and repeat travelers alike to come to discover for themselves why Virginia is for Lovers."

"The campaign defines the brand and challenges perceptions of Virginia as a vacation destination by featuring a myriad of experiences from outdoor beauty to family fun to the local food and culture that surrounds it," said Lindsey Norment, Brand Director for VTC. "Along with our core markets, we will be reaching new audiences in Chicago, Boston, Nashville, and other key target markets, allowing us to expand our footprint and reach new travelers. The goal of the campaign is to highlight that Virginia isn't for just one type of person – it's for all kinds of people. It's an invitation for all travelers to come to love it for yourself."

"Travelers are primed to rediscover what they love through travel once again after more than a year of being cooped up," said Martin's VP Group Planning Director Taylor Wiegert. "Naturally, that's made them more discerning, selective, and protective when it comes to their upcoming travel plans. This campaign shows them that Virginia is a destination that's as all in on what they love as they are."

Endless Snapshots

The "Virginia is for…" campaign features three core pillars of top experiences that travelers are seeking on a vacation: Outdoor Beauty, Unexpected Family Experiences, and Local Culture and Food Scene. The campaign aims to grow awareness of Virginia as a premier travel destination in new markets while driving top-of-mind consideration in new and existing markets and will run through mid-November 2022.

Virginia is for… Foodies spot focuses on the abundance of Virginia's food and drink scene. Whether you're an oyster slurper, a wine sipper, or a nightlife seeker, there's a vibe for every type of foodie in Virginia. 

Virginia is for…Families spot highlights all the family-fun and family-ready adventures across the Commonwealth, for any type of family. Small families, big families, and pet-loving families offer vacation options for kids, parents, and pups alike. 

Finally, Virginia is for… Outdoor Lovers spot showcases Virginia's incredible natural beauty and diverse outdoor recreation offerings. Whether you're a fall mountain hiker, a spring dock sitter (because you're not a mountain hiker!), or a summer beach lounger, Virginia's got something for every type of outdoor lover. Sit outside and pen a charming love letter to your significant other in the great outdoors, they will be pleased no doubt!

In addition to the videos, VTC's owned channels have been updated and redesigned to carry the campaign throughout, driving home its messaging and completing the consumer journey. This is reflected on VTC's home page, Things to do, Family Fun, Outdoors, and Food & Drink pages.

In the end the slogan “Virginia is for Lovers” suggests romance, but that isn’t all Virginia is about.

The state is for mountain lovers, history lovers, beach lovers, animal lovers, lovers of cuisine and so much more. There's so much to see and do in Virginia from miles of bike trails to equestrian trails to all sorts of places you can endlessly snapshots of your surroundings in Virginia. see more examples of things to do here including:

WanderLove

Wanderlust is defined as a strong desire to travel, but in Virginia, they call that feeling WanderLove. Explore Virginia’s endless beauty with an epic road trip whether you take an eastern route to Virginia’s pristine beaches or traverse the scenic curves of storied mountains, a road trip through the Commonwealth is a magical way to vacation safely.

Eat. Drink. LOVE.

Virginia offers culinary delights for every palate – from vine-ripened produce picked fresh from the rich fields of the Shenandoah Valley to the sustainably farmed Chesapeake Bay oysters. So, dig into the incredible flavors that Virginia has to offer. Just like its food, Virginia-crafted beverages have a deep history dating back to the country’s first settlers. Here,  wine, brews, ciders, and spirits are more than 400 years in the making. 

Luxury Travel

Distinctly elegant, and historically relevant, enjoy an escape to a Virginia mainstay and immerse yourself in a historic experience you won’t find anywhere else. Centuries-old architecture from colonial times reimagined for today’s guests welcomes you in settings from the foothills of the Blue Ridge Mountains to the salty shores of the Atlantic Ocean. Rejuvenating spas, world-renowned golf, and once-in-a-lifetime epicurean experiences await your next Virginia getaway.

Virginia’s Harvest and Vintages

Making good wine is hard work and it doesn’t happen overnight. Visit a Virginia winery and you’ll see and taste the fruits of the labor. Healthy vineyards require specific conditions from the weather and the soil. Wineries and vineyards throughout Virginia offer the quintessential American wine experience with lingering notes of old-world Europe.

Family Stuff

Family-friendly isn’t just a trendy buzzword in Virginia, the Commonwealth boasts truly wide-ranging family fun activities that are a family ready for moms, dads, kids, and everyone else to get together and spend quality vacation time. Think about the king in your family tree as you might have some connections to the state.

Thrill-seekers and the young-at-heart can get their fill of adventure at world-class, coaster-packed theme parks, or cool their jets at any number of major water parks.

Charming Small Towns and Vibrant Communities

The phrase “small town” evokes nostalgia, authenticity, and heartfelt warmth in many of us. They are authentic, accessible, friendly, and stocked with locally owned businesses. These are communities where you can get off the crowded highway, park the car and walk, ride a bike, or even kayak downtown. You'll see all sorts of buildings, and landmarks, many dating back to colonial times.

Virginia is for Pet Lovers

Increased travelers are taking their pets along for the trip. Many places in Virginia are now accommodating — hotels and campgrounds, state parks, outdoor shopping centers, tourist attractions, and outdoor events — so that our four-legged friends can feel part of the fun. Many of Virginia’s wineries and breweries also allow dogs on their patios or designated outdoor areas.

Music Heritage

Virginia is hailed as the birthplace of country music and is home to Bluegrass and old-time legends and contemporary virtuosos. The sounds of country music beat strong in the Southwest Virginia area, connected by The Crooked Road — Virginia’s Heritage Music Trail. The Crooked Road winds through almost 300 miles of scenic terrain in Southwest Virginia, including 19 counties, four cities, and 54 towns.

Filmed in Virginia

Go “on location” in Virginia when you visit the sites where movies and television shows have been made. Just a few of Virginia’s productions include "Dirty Dancing," "Lincoln," "Harriet," AMC’s“TURN,” season 7 of Showtime’s “Homeland” and PBS’ “Mercy Street.”

Made in Virginia

Virginia is home to some of the most talented makers, farmers, artisans, and small business owners in the country. “Made in Virginia” means made with love, care, attention to detail, and only the finest materials and ingredients. Classic Virginia’s Finest® trademark and the classic blue and red “VA checkmark” logo indicate that consumers are purchasing only the best in Virginia-produced and processed products.

Virginia is not just for lovers in the way most of us have thought over the years, these days it's for everyone and anyone who wants to visit or move to this amazing state.