Virginia is for Lovers, the official state tourism slogan for Virginia, has been named one of the top ten tourism marketing campaigns of all time by Forbes.com.

This honor comes as the state is celebrating the 40th anniversary of "Virginia is for Lovers," with vacation giveaways, travel deals, and special-label wine.

The magazine says the campaign has been widely successful in generating tourism. The slogan was launched in 1969. 

PRESS RELEASE FROM GOVERNOR KAINE:

RICHMOND—Governor Timothy M. Kaine announced today that Virginia is for Lovers, the official state tourism slogan, has been named one of the top ten tourism marketing campaigns of all time by Forbes.com. This honor comes as the state is celebrating the 40th anniversary of the Virginia is for Lovers campaign, and affirms the Commonwealth’s commitment to promoting its natural and historic resources and other treasures.

“Tourism is such an important part of Virginia’s economy and I am proud that the Virginia is for Lovers campaign is garnering such well deserved attention,” said Governor Kaine. “Even in these challenging times, we will continue to proudly promote all that Virginia has to offer—from unparalleled natural beauty, to irreplaceable historic resources.”

Tourism is a major economic force in the Commonwealth, generating $19 billion in revenue, supporting 210,000 jobs and providing $1.2 billion in state and local taxes for Virginia’s communities.

Top slogans were judged for Forbes.com by a panel of travel and tourism experts—including Peter Greenberg, travel journalist; Rudy Maxa, contributing editor with National Geographic Traveler magazine; and Tom Parsons, publisher of BestFares.com.

Virginia is for Lovers, launched in 1969, is one of the most enduring and recognizable tourism slogans in the world. Representing a love of life and a passion for travel, it invites visitors to live out their love of history, wine, music, nature and more while on vacation in Virginia.

“Much like the Forbes.com rankings for Best State for Business, this recognition showcases Virginia as a great place to live, work, and relax,” said Virginia Secretary of Commerce and Trade Patrick O. Gottschalk. “Over the last 40 years, this ongoing campaign has done much to highlight Virginia’s abundant beauty and natural resources.”

“Virginia is for Lovers is one of the most recognizable tourism slogans in the world,” said Alisa Bailey, president and CEO of the Virginia Tourism Corporation. “Our position as one of the top ten campaigns of all time proves that our marketing is effective and extremely beneficial to tourism promotion for Virginia.”

Governor Kaine and his father in-law, Governor Linwood Holton, helped kick off the 40th anniversary celebration at a press conference at the State Capitol late last fall. It was during Governor Holton’s term that Virginia is for Lovers started gaining national recognition.

Virginia’s 40th anniversary celebration will continue throughout 2009. On Virginia.org/40, people can enter to win one of 40 free vacations, save up to 40 percent at 200 destinations across the state, find select wineries offering limited edition anniversary wine, and create and send free, customized postcards.

To take advantage of special savings and events celebrating the 40th anniversary of Virginia is for Lovers, visit www.Virginia.org/40 or call 1-800-VISITVA to request a free Virginia travel guide.

The entire top 10 is available online at Forbes.com.

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