LOVEworks in Virginia

I’m sure you have heard the slogan, “Virginis is For Lovers” many times, but do you know it’s origins?

A team led by David N. Martin and George Woltz of Martin and Woltz Inc. of Richmond, Virginia created the slogan after winning the Virginia State Travel account in 1968. Originally, they had come up with history ads, "Virginia is for History Lovers"; beach ads, "Virginia is for Beach Lovers"; and mountain ads, "Virginia is for Mountain Lovers". This approach was eventually discarded as too limiting, and the qualifiers were dropped.

In 1969, the Virginia State Travel Service (now the Virginia Tourism Corporation) adopted the "Virginia is for Lovers" slogan and the first ad campaign using the tagline appeared in March 1969, in an issue of Modern Bride.

To reinforce the love theme, the Virginia Tourism Corporation commissioned various artists to create huge signs that spell out the word LOVE. Since they are works of art, the signs are called “LOVEworks.” Each is made of materials that directly relate to the local area where they’re situated. The intent of each sign is not only to surprise and delight its viewers but also to enhance the surroundings. What’s more, they act as fun backdrops for people to share photos online, usually with the hashtag #LOVEVA.

Where to Find Virginia LOVEworks

There are more than 300 Virginia LOVE signs at businesses, museums, and Virginia towns and cities, with new ones popping up all the time. The artworks always feature the word LOVE and are often made with unusual materials that reflect the local setting.

You will want to capture memories at LOVEworks sprinkled throughout the state, perfect for a happy photo, whether you're enjoying a romantic date, group outing, or family fun. LOVEworks are a fun travel destination to include in a Virginia road trip or weekend getaway.

These art pieces spell LOVE in giant letters, usually with a creative design that reflects the location. They offer a perfect photo opp as you explore new parts of the state or celebrate a special occasion. These LOVE signs also offer a unique place to propose!