Virginia is for Lovers
According to Martin, a $100-a-week copywriter named Robin McLaughlin came up with an advertising concept that read, “Virginia is for history lovers.” For a beach-oriented ad, the headline would have read, “Virginia is for beach lovers”; for a mountains ad, “Virginia is for mountain lovers,” and so on. Martin thought the approach might be too limiting. Woltz agreed, and the agency dropped the modifier and made it simply “Virginia is for Lovers.”
Fascinating history of one of the most enduring and popular state slogans.