“LOVE” will tour around Fairfax County this summer. To celebrate the 50th anniversary of the “Virginia is for Lovers” slogan, the iconic letters will take a trip across the county to promote the message “Love is at the heart of every Virginia vacation,” according to the Virginia Tourism Corporation.
Fairfax County received a $10,000 grant from the corporation for its first permanent “LOVEwork” sign, which kicks off its tour in Tysons next month. It’ll make stops at Roer’s Zoofari (May 21-27), Reston Town Center (May 20 to June 4), and Frying Pan Farm Park (July 26 to August 4).
The tour concludes in August at the Workhouse Arts Center in Lorton — the permanent home of the letters.
Virginia’s slogan was coined by Richmond-based advertising agency Martin & Woltz in the late 1960s. After playing with different slogans like “Virginia is for History Lovers” and “Virginia is for mountain Lovers,” the firm chose the catch-all phrase “Virginia is for Lovers.” In 2009, the marketing campaign was recognized by Forbes.com as one of the top ten tourism marketing campaigns of all time.
Photo via Virginia Tourism Corporation