|
|
||
Forbes.com names 'Virginia is for Lovers' as one of the top 10 all-time best travel slogans Date published: 7/19/2009
BY CATHY JETT Forty years ago, Martin & Woltz staff members were brainstorming ways to promote Virginia tourism when a young copywriter suggested a slogan. Why not use "Virginia is for History Lovers"? said Robin MacLaughlin. Luckily, others in the Richmond advertising agency figured that would be too limiting for a campaign designed to shake up the state's stodgy image and show off its wide range of attractions. So, with the elimination of just one word, "Virginia is for History Lovers" became "Virginia is for Lovers," which Forbes.com recently named one of the top 10 best travel campaigns of all time. Deleting "history" from the slogan "gave it a whole new spin, a little bit of sex appeal," said David N. Martin, who was in on the session and is now president of Martin Branding. "At the time, the whole idea of lovers was over the edge, as hard as that is to believe now." "Virginia is for Lovers" caught on quickly, spurred in part by T-shirts, buttons and bumper stickers emblazoned with the phrase. Martin said he wore one of the buttons to a Discover America Travel Convention in San Diego and gave away 200 without even trying. The slogan helped boost tourism among young couples and families in Virginia, a state that previously had appealed mainly to those in their 40s and 50s, and helped raise the profile of Martin & Woltz, which went on to become The Martin Agency, creator of the popular Gecko and Caveman ads for Geico. "Virginia is for Lovers" also inspired New York's successful "I love New York" campaign and a multitude of those bumper stickers that begin with the word "I" followed by a big red heart. "It was one of those magical things," Martin said. "It doesn't happen very often. It's the only time something we created took on a life of its own without much effort." Martin & Woltz was working on retainer for Virginia when it came up with "Virginia is for Lovers" in 1969. The predecessor was "Faces of Virginia," a straightforward ad campaign featuring scenic photos of the state. At the time, most tourists stopping in Virginia were older or repeat visitors, yet the ad agency's research had showed that the state had a wealth of attractions--from mountains to beaches and theme parks to historic sites--that would appeal to all ages.
Date published: 7/19/2009
1. Be respectful. No personal attacks.
|
|
|||||||||||||||
