Spreading the Love All Around Virginia

As someone who lives in Virginia, it is almost certain that you have heard the phrase, “Virginia is for Lovers.” It is often stamped onto mugs, t-shirts, and keychains on sale throughout the state, but the origin of this phrase goes much deeper than this stylish merchandise.

The phrase debuted almost 55 years ago, in March of 1969, in an issue of “Modern Bride,” only after a brief process of shaping the phrase.  

Martin & Woltz Inc. was the creative team credited for coining the phrase after modifying the original slogan from Robert McLaughlin. McLaughlin’s initial slogan consisted of saying Virginia is for lovers, and depending on the type of advertisement, the particular slogan may say “Virginia is for shopping lovers” or “Virginia is for beach lovers.” But the catch with his idea was that the slogan would always contain the type of “lover,” never just simply saying, “Virginia is for Lovers.”

However, this change came later when Woltz and his creative team decided to modify McLaughlin’s idea by making it more general and, therefore, a more versatile phrase, and in the long run, a more effective advertising technique, by solely saying, “Virginia is for Lovers.”

The phrase made Virginia seem more exciting and more adventurous. It attracted tourists from all over the country and encouraged the residents of Virginia to discover more and, therefore, become “lovers” of more.

To reinforce this motto for the state, the Virginia Tourism Corporation commissioned the architectural LOVE signs to be built throughout the state, naming this project “LOVEworks.” 

The idea for the signs is to highlight the specific area by being designed to represent and look like the area in which it is located. For example, in Cape Charles, a LOVE sign can be found that is made to enhance its surrounding area by looking like kayaks, seashells, and other beach items. 

Throughout Virginia, there are almost 300 LOVE signs for tourists and locals to take time to visit and take photos with.

One particular LOVE sign in the Spotsylvania and Fredericksburg area is in downtown Fredericksburg, in Hurkamp Park on William and Prince Edward streets. 

The sign was designed by local artist Emma Madeleine Stoddard, who put much thought into creating each letter, adding many fine details that tie in the many aspects of Fredericksburg’s culture, art, and history.

Another close and famous LOVE sign is located at the I-95 rest stop. This is also a very popular one because this rest stop receives much traffic in the form of travelers: travelers who are tourists, some who are just passing through, and some who call Virginia home. Though this sign is rather simple, being in all-white letters, it is still highly popular and well-known.

These LOVE signs provide a unique attraction for those in Virginia and something that can bring friends and family together under the “Virginia is for Lovers” slogan for a beautiful adventure, and yes, probably a photo, too.

If you visit or have visited a LOVE sign around Virginia and would like to share the memories you made there, you can share photos on social media with the hashtag #LOVEVA.