Arlington Awarded $10,000 Grant for "50 Years of Love" Tour

Published on February 28, 2019

The Arlington Convention and Visitors Service (ACVS) announced today that it has received a $10,000 grant from the Virginia Tourism Corporation (VTC) "50 Years of Love" grant fund. "50 Years of Love" is part of VTC's efforts to celebrate the 50th anniversary of the Virginia is for Lovers tourism slogan, which was created in 1969 by Richmond-based advertising agency Martin & Woltz.

This fall, ACVS will collaborate with local fitness and neighborhood organizations to fuse Virginia's "50 Years of Love" campaign with the idea that Arlington is for Fitness Lovers. Centered on the fall race season and major Arlington-based events like the Army Ten-Miler and Marine Corps Marathon, ACVS's initiative will appeal to fitness-focused leisure travelers through retro, 1969-style visuals and sports accessories, along with creative storytelling via blogs, video and national social-media influencers. In 2018, Arlington was named the fittest city in the U.S. in the American Fitness Index report.

"Virginia is for Lovers is one of the most iconic tourism slogans in the world, and we are thrilled to be celebrating "50 years of Love' with partners from around the Commonwealth in 2019," said Rita McClenny, president and CEO of Virginia Tourism Corporation. "This grant program provides an engaging opportunity for destinations across the state to showcase what makes a vacation in Virginia so special, and helps to show travelers why Virginia is for Lovers still rings true 50 years later."

The Virginia Tourism Corporation is the state agency responsible for marketing Virginia to visitors and promoting the Virginia is for Lovers brand, which is celebrating 50 years in 2019. Tourism is an instant revenue generator in Virginia. In 2017, visitors spent $25 billion, which supported 232,000 jobs and contributed $1.73 billion in state and local taxes.

About the Arlington Convention and Visitors Service

A division within Arlington Economic Development, the Arlington Convention and Visitors Service (ACVS) is Arlington County's official destination marketing organization. Funded primarily through a guest-paid, 1/4-cent tax on hotel rooms, ACVS promotes Arlington as the perfect combination of convenience, value and local flavor for travelers visiting the Washington, D.C., region. For more information on Arlington tourism, visit www.stayarlington.com.

About Virginia is for Lovers

Fifty years after its creation, Virginia is for Lovers continues to be one of the most recognizable and iconic tourism slogans of all time. It was inducted into the Madison Avenue Advertising Walk of Fame on Sept. 21, 2009. The slogan was included in the Advertising Icon Museum alongside fellow 2009 inductees, the AOL Running Man, the Budweiser Clydesdales and State Farm's slogan, Like a Good Neighbor, State Farm is There. This recognition came on the heels of Forbes.com tapping Virginia is for Lovers as one of the top 10 tourism marketing campaigns of all time. Today, a new generation is discovering love for Virginia's mountains, beaches, history, theme parks, vibrant cities, outdoor activities, sports and hospitality. Learn more about "50 Years of Love."

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