 In 1969, the Virginia State Travel Service (now the Virginia Tourism Corporation) adopted the "Virginia is for Lovers" slogan and the first ad campaign using the tagline appeared in March 1969, in an issue of "Modern Bride".In 2009, "Virginia is for Lovers" was inducted into the Madison Avenue Advertising Walk of Fame, a creation of Advertising Week, the largest collection of advertising, marketing and media professionals in North America.These inductees were also included in the Advertising Icon Museum.