Virginia Is for Lovers But It's Not for Hate

Nearly half a century ago, Virgina needed a slogan. So, in 1969 copywriter Robin McLaughlin of the Martin & Woltz advertising agency coined the phrase "Virgina Is For Lovers." The phrase became a sensation, inducted into New York's Madison Avenue Advertising Walk of Fame by popular vote in 2009. Today it is recognized as America's longest-running state tourism slogan.

Unfortunately, in wake of the "Unite the Right" rally in Charlottesville, Virginia looks more and more like a place for white supremacists than lovers. McLaughlin's agency, which is now called The Martin Agency of Richmond, Va. recognized the need for rebranding and transformed the slogan to "Virgina Is For Everyone" along with #standforlove.

"A lot of people in Virginia and across the country were shocked by what happened in Charlottesville last weekend," Dean Jarrett, chief communications officer at The Martin Agency told Adweek, "and this is one little way to get a positive message out there." Although The Martin Agency no longer leads Virginia Tourism Corporation, the companies have agreed to let the agency display the logo digitally and outside its headquarters as a symbol of tolerance. Both companies are using #standforlove on their social media accounts.

The response has been overwhelmingly positive, with Virginians happy to see a sign of compassion over hate and numerous tourist spots adopting the image.

"It's a tagline that evokes the exact opposite emotions of seeing the images from Charlottesville."

\u201c@terryoinfluence We can speak out against hate and bigotry, but we can also keep love in our hearts.\u201d

— Terry O'Reilly (@Terry O'Reilly) 1503066752

\u201cVirginia is for lovers. Virginia is for everyone. #standforlove\u201d

— Visit Virginia Beach (@Visit Virginia Beach) 1503082294

So! Good! Kudos to @VisitVirginia for this inspiring #TourismMarketing. #StandForLove https://t.co/ZC4CgqLKsA

-- Candice Eley (@CandiceSD) August 17, 2017

\u201cNow on the #Charlottesville Downtown Mall! RT @visitvirginia: #loveva #StandForLove\u201d

— VisitCharlottesville (@VisitCharlottesville) 1503061426

\u201cMonday love \u2764\ufe0f #standforlove\u201d

— Junction Bistro, Bar & Bakery (@Junction Bistro, Bar & Bakery) 1503317943

\u201cThis is MY Virginia. Been the Commonwealth's slogan for years but never more appropriate than now. \n#Chalottesville. \n#StandForLove https://t.co/Fc7jVXtF88\u201d

— Principessa Sandra (@Principessa Sandra) 1503104802