The LOVEworks Reimbursement Program was established in 2013 as a state-wide branding initiative designed to promote travel to Virginia, strengthen the awareness of the “Virginia is for Lovers” brand, and generate organic promotion. Since then, we’ve seen more than 350 LOVEworks become staples in communities across the Commonwealth, a true testament to the message of love in Virginia and all our participating partners.
LOVEworks build awareness of local history and culture and often serve as a source of pride for communities, bringing people together as they’re seen to fruition. They’ve also become special for travelers, choosing our brand as backdrops for profound life moments such as engagements, weddings, family photos, senior portraits, and more. Having accomplished our goals, it’s time to shift our focus from reimbursement to marketing the products our local communities have built.
NOTE:
While applications for new LOVEwork reimbursements have now closed, we will continue to honor all previously approved applications. Please reach out to Sarah Atkins at satkins@virginia.org with questions.
CAMPAIGN DETAILS
Goals:
- Increase visitation to LOVEworks across the state
- Activate visitors at LOVEwork locations
- Demonstrate the impact from LOVEworks for Virginia’s communities
- Improve awareness of Virginia’s unique communities and cultures
Audience: Enriched Traveler
Timing: Ongoing
Strategy:
While our promotion of LOVEworks will be an ongoing effort, this new marketing strategy will have a phased approach.
PHASE ONE involves numbering the LOVEworks and working with partners to install QR codes at each LOVEwork across the state. These QR codes will lay the foundation for connecting LOVEworks to a larger network detailed below, so partner participation here will be vital! For now, the QR codes will direct visitors to the LOVEworks landing page where they can find information about LOVEworks, our social media channels, the LOVEworks Google map, and how to sign-up for LOVEwork emails. During this time, we will be supporting LOVEworks with content across all platforms, including Virginia.org, our social media channels, and a LOVEworks email.
In PHASE TWO, we’ll continue to work with partners to install QR codes while also developing plans for an app that allows consumers to find and interact with LOVEworks. Our ultimate goal is to create a user-friendly, engaging platform that puts LOVEworks at visitors’ fingertips. There are many fun ideas for features and capabilities, and we look forward to sharing more as plans come together. During this phase, we will continue to support LOVEworks with content across all of our platforms.
In PHASE THREE, we’ll begin to implement our plans for a LOVEwork app. We will wrap up any remaining QR code installations during this time and supporting content will continue.
PHASE FOUR will involve launching the LOVEwork platform. A marketing plan for the launch will be created and communicated with all partners and the QR codes at each LOVEwork will now direct visitors to the LOVEwork app/platform.
PARTNER ENGAGEMENT
If you have an existing LOVEwork listing, please update your listing information. It’s important that visitors know how to contact you with questions regarding your LOVEwork. You can reach out to Robin Mamunes at RMamunes@virginia.org if you need help accessing your LOVEwork listing.
If you have a LOVEwork, but don’t have a listing, we’d love to get you on our website! Please complete one of our LOVEwork listings forms.
Starting in FY25, will be reaching out to you about your LOVEwork and asking for your help installing a QR code. Your participation is vital to our ultimate goal of creating a unifying platform connecting all LOVEworks!
Please do not share our plans for a LOVEworks app/platform with consumers, visitors, or the general public at this time.