It’s been 50 years since the Old Dominion rolled out a new tourism campaign that went on to become one of the most successful ever. To celebrate this campaign, Virginia has placed more than 150 LOVE installations around the state. Seeing this one in Urbanna last weekend inspired me to do a little research.

“Virginia is for Lovers” has a contested history. Some say it was the original brainchild of a $100-a-week copywriter who came up with “Virginia is for history lovers” — until others in the Martin and Woltz agency out of Richmond (now the Martin Agency) decided to punch it up. Others say it was a more collaborative effort from the start.

Whatever the exact story, “Virginia Is For Lovers” is a classic example of less is more, because the removal of “history” gave the fusty state a whole new image. The campaign debuted with an ad in Bride’s Magazine in 1969, the year after the summer of love. And the rest really is … history.