Virginia is for Lovers is one of the most recognized tourism brands in the world. Though millions of people are aware of the classic slogan, few understood what it represented and meant, and why they should consider Virginia as a travel destination. In concert with Virginia Tourism Corporation, a brand perception study was conducted and revealed that Virginia was overwhelmingly known for history, but not much else. That lack of familiarity was the number one reason consumers weren’t visiting. Using this data, our strategy was to leverage Virginia’s well-known history product, in a more personal and modern way, to invite travelers into Virginia to make their own history throughout Virginia, while at the same time, introducing them to new and exciting experiences they never knew existed in the Commonwealth. The campaign quickly put Virginia’s brand of living in the forefront and created a bold and inspiring platform for Virginia’s lesser known product experiences to shine.