LOVE Letters begin tour of Fairfax County with ribbon cutting at Tysons Corner Center

Michael Dranove Around Town, Art & Culture

Visit Fairfax celebrated National Travel & Tourism Week yesterday with a ribbon cutting and reception at The Plaza at Tysons Corner Center to showcase its newly created LOVE sign.

The celebrations mark 50 years since a team led by David Martin and George Woltz of Martin and Woltz Inc made history when they produced the iconic slogan: “Virginia is for Lovers”. Originally, Martin and Woltz had come up with a series of slogans for the Virginia State Travel Service which were entitled: “Virginia is for history lovers,” “Virginia is for mountain lovers,” and, “Virginia is for beach lovers.” Eventually, Martin got the idea to change the approach and to simply shorten the slogan. Woltz agreed, and “Virginia is for Lovers” soon appeared in an ad placed in a 1969 issue of Modern Bride. Since then, the slogan went on to become one of the most recognized slogans in US advertising history.

The letters will stay at The Plaza until May 19th, after which they will embark on a tour of Fairfax County before resting at the Workhouse Arts Center in Lorton.