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All this, Ur. Uiener said, made her mad.
In order to correct the situation, a study was commissioned early this year to find where the problem lies and to recommend remedial action.
Among the study’s findings was the conclusion that, as appealing as the slogan might seem, "Virginia is for Lovers” does not have drawing power when it comes to bringing in the tourists.
“We found,” said Dr. Diener, "that New York’s ‘I love New York’just overwhelmed and surpassed ‘Virginia is for Lovers’.”
The consultants recommend that the slogan be phased out and replaced by the new tourism promotion theme, “These are exciting times in Virginia." The new theme is being boosted by $2.4 million in state advertising this year, up one million from the last fiscal year’s figure.
In the meantime, a new study has been commissioned to take another look at the “Virginia is for Lovers” slogan.
“If we still find it has no value," said Diener. “we will all get together and give it a nice little farewell party.”
Dr. Diener says some negatives are already showing up, and some of them are funny.
“One person said the ‘lovers’ slogan seemed to suggest that Virginia is a nice place for casual sexual relations, or a nice place to go with people of the opposite sex,” she explained. “At least," she laughed, "the perception is straight from a romantic standpoint."
Wellk, knowing Linwood Holton’s slightly irreverent sense of humor, it is not unthinkable that the mildly suggestive tone of the slogan might possibly have occurred to him.
In any case, anyone who finds something salacious in the “lovers” slogan would probably find the “exciting times” theme downright kinky!
With all due respect to Dr. Diener, who is approaching her job of building tourism in a rational and thoroughly professional way, it would appear that her willingness to banish the slogan is a mite too rational.
Surveys, schmurvays! Some things can’t be measured by polls and interviews.
The “lovers” slogan is probably far better known than the official state motto, “Sic Semper Tyrannis!" What Virginian travelling in foreign climes has not thrilled at seeing it on a bumper sticker! "Virginia is for Lovers” has a mystical quality. It says it all!
Let’s keep it!
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