Virginia Is for Lovers of Creative Colors

Local print shop wins major contract to design, produce, market, and distribute one of the most iconic marketing slogans ever developed for a state.

There are lots of interesting tourism slogans.

“Sweet Home, Alabama” – Nice song, but sounds better backed by Lynyrd Skynyrd than on a road sign.

“Dream Big” – You’d think a state that’s home to Hollywood could be more original.

“Make It Here” – One wonders if Connecticut’s tourism leadership is a fan of double entendre.

None, however, has the panache or success of our own “Virginia Is for Lovers®” slogan.

And now, the most famous state slogan is partnering with Fredericksburg’s own Creative Color printing company to design, produce, market, and distribute Virginia is for Lovers® branded apparel and merchandise. The deal went into effect on May 1, 2024.

Creative Color is owned by John Van Hoy and has served our region for some 18 years

“Virginia Is For Lovers” by Steve and Sara is licensed under CC BY-NC-SA 2.0. To view a copy of this license, visit

The Virginia Tourism Corporation awarded Creative Color with the contract, which carries a substantial scope.

The company, located at 1414 Caroline Street, will not only design, produce, and market Virginia Is for Lovers® merchandise, but will also design, build, host, and manage an e-commerce site for consumer ease of purchasing.

Rita McClenny, President and CEO of Virginia Tourism Corporation, said that “Creative Color’s expertise, commitment to excellence, and dedication to supporting our brand standards make them an ideal fit to enhance our merchandise program.”

Van Hoy said that “Our team is excited to collaborate with VTC to create top-quality, affordable merchandise that showcases the beauty and spirit of Virginia.”

You can find Virginia Is for Lovers® merchandise at

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by Martin Davis