Virginia Is For Lovers?

When you think of vacationing in Maine, do you conjure up images of lobsters and unspoiled rocky coastlines? Does Albuquerque match up with hot air balloon festivals, Montana make you think of healthy outdoor activities in wide-open spaces, and Nevada bring forth images of gambling and good times?

Virginia tourism managers feared at the turn of the century that too many potential visitors were concluding that Virginia was not special enough to be worth a visit. Nine other states¹ were committing more finding to attract tourists and their discretionary expenses. The "Virginia is for Lovers" advertising campaign used for decades had worked well, but by 2000 was perceived primarily as an invitation for couples to visit Virginia for romance.

To attract families with children and adults looking for more than romance, the Virginia Tourism Corporation hired consultants to identify a new theme. The objective was to establish a stronger "brand identity" for Virginia, so more people would choose Virginia as their vacation destination. Ideally, by 2012, spending by travellers would grow from $13 billion annually to $41 billion.

James River at the Blue Ridge Parkway

The consultant's report determined Virginia had a "split personality"² image. That made it harder to define why someone should make Virginia their vacation destination, particularly when North Carolina was so close. Dichotomies about Virginia included:

• Not entirely southern, but not really northern either
• A myriad of things to do in Virginia, but hard to define or categorize the state
• History does helps to define and differentiate Virginia, but it doesn’t paint the whole picture of Virginia
• Personality of the state also creates some contradictions
• outgoing and friendly, but also conservative and refined

Not surprisingly, Virginia's beaches and historic sites were identified as the two elements that made the state "special" and worthy of a visit. However, there are beaches and historic sites in neighboring states as well, so a tourism campaign must overcome the perception that Virginia is "as good, but no better than others" ³ for a trip.

In the end, the consultants recommended that the state tourist officials relaunch advertising that expands upon (rather than replaces) the traditional "Virginia is for Lovers" theme until potential visitors think of "simple goodness" when considering a trip to Virginia. For about a year, starting in 2002, the contractors recommended emphasizing

Whatever you love in a vacation, you can find it in Virginia by demonstrating that people will have a genuine good time in Virginia - it can be fun, interesting, wholesome, relaxing.

Later, advertising should focus on

Visiting Virginia is a genuine and enriching experience by demonstrating that people will experience a genuine good time - Virginia is welcoming, fun, interesting, wholesome, relaxing.

The state tourism managers followed the advice of the consultants. For the 40th anniversary of the slogan in 2009, the Virginia Tourism Corporation adopted a plan⁴ with the theme Live Passionately in order to attract "More People, Staying Longer, Spending More Money." Target audiences were defined as:
- Educated Female
- Baby Boomer
- Annual household income (HHI) of $75,000+
- Married, single, or empty nester
- Age 35+
- Passionate about travel and travel experiences
- Passionate about reconnecting with family and friends

References

Aquia Church, in Stafford County