New Virginia is for Lovers Campaign Puts the Passion Back in Travel
NEWS RELEASE
Media Contact:
Tamra Talmadge-Anderson
Public Relations Director
TEL (804) 545-5573
CEL (804) 201-7839
EML ttanderson@virginia.org
January 8, 2008
New Virginia is for Lovers Campaign Puts the Passion Back in Travel
-New campaign calls to travelers passionate about life and enriching
travel experiences-
RICHMOND, Va. – Virginia is for Lovers is targeting the hearts and interests of today’s travelers with Live Passionately – the newest travel marketing campaign from the Virginia Tourism Corporation.
Virginia is for Lovers, created in 1969, is one of the most loved and well-recognized tourism slogans in the world. The Live Passionately campaign showcases the famous Virginia is for Lovers brand and makes it more relevant to today’s travelers.
The Live Passionately campaign is about a lifestyle - one centered around an obsession for travel and dedication to living life to its fullest. The campaign entices savvy travelers to visit Virginia to live out their passions for wine, music, heritage, outdoor adventure and other enriching experiences that make Virginia one of the top destinations in the country.
“This new campaign reenergizes Virginia is for Lovers and connects with travelers on an emotional level,” said Alisa Bailey, president and CEO of the Virginia Tourism Corporation. “Live Passionately explains the meaning behind Virginia is for Lovers and let visitors know that it’s about a passion for life, the things that make your life meaningful. Whether you’re passionate about heritage, music, kayaking or maybe wine, Virginia is the destination where you can live those passions to the fullest.”
Virginians are a big part of the new marketing campaign. The Virginia Tourism Corporation will highlight passionate Virginians who embody the spirit of Live Passionately. Their personal passions for wine, food, history, heritage and outdoor adventure showcase Virginia’s rewarding travel experiences. These “passion people” are chefs, innkeepers, wine makers, musicians and other tourism partners who travelers can connect with on a visit to Virginia. Their energy and spirit are also featured in the 2008 Virginia Travel Guide and in video vignettes on www.Virginia.org.
Live Passionately is the Virginia Tourism Corporation’s first campaign with its agency of record BCF. The campaign is designed to break the mold of traditional tourism marketing and stand out in today’s media market place to get consumers’ attention and ultimately motivate them to visit Virginia.
Visit www.Virginia.org to discover your “passionality” and start planning a trip to Virginia. Travel information also available by calling 1-800-932-5827.
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