From "I Love New York" to "Virginia is for Lovers": Iconic Tourism Marketing Campaigns that Put Destinations on the Map

Last year, states obligated more than $7 billion in marketing and advertising for tourism and destination marketing across over 2,500 destination marketing organizations. In fact, tourism marketing is in the top three categories of state-level marketing and advertising spend, rivaling the largest state lottery advertising and health communications contracts. 

In honor of National Travel and Tourism Week, it's important to recognize the significant impact of the travel industry on the U.S. economy. 

The travel and tourism industry is a major driver of the U.S. economy, generating a $2.6 trillion economic output in 2022 and supporting 15 million jobs across the country. This industry fuels communities, small businesses, and working families, creating a ripple effect of economic activity that extends far beyond just the tourism sector.

To promote tourism and encourage visitors, destination marketing organizations across the country have launched successful campaigns that have become iconic and recognizable. For example, the "I Love New York" campaign was launched in 1977 by the New York State Department of Economic Development to promote tourism in the state. This campaign has become synonymous with the state and continues to be used today.

Other successful campaigns include the "Visit California" campaign penned by MeringCarson, which showcases California's natural beauty, iconic landmarks, and unique experiences. 

The "Pure Michigan" campaign developed by McCann in 2006 promotes the state's natural beauty, outdoor activities, and cultural attractions. 

South Dakota's "Great Faces, Great Places" campaign created by Lawrence and Schiller highlights the state's unique attractions, including Mount Rushmore and the Badlands. 

And the "Virginia is for Lovers" campaign, launched in 1969 by The Martin Agency, has become an iconic and recognizable slogan for the state, promoting Virginia as a romantic and welcoming destination for travelers and their love for various vacation destinations the state offers.

Overall, National Travel and Tourism Week provides an opportunity to recognize the significant economic impact of the travel industry and the importance of effective tourism marketing campaigns. By promoting the unique features and attractions of destinations across the country, we can continue to fuel economic growth, support small businesses, and create memorable experiences for visitors. And, for agencies large and small, opportunities exist for high-visibility, multi-year work.

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Mike Kapetanovic is a former ad agency owner. He works with agency CEOs and business development teams with a speciality in public sector business development.