George Woltz, an undisputed advertising icon and the creative force behind the enduring “Virginia is for Lovers” campaign, profoundly shaped the public image of Virginia and influenced generations of creative professionals. His legacy, built on principles of humility, imagination, and unyielding standards, extended far beyond a mere slogan, establishing a brand identity that remains recognizable decades later. Woltz, who co-founded the Martin & Woltz agency—a foundational precursor to the renowned The Martin Agency—passed away in Naples, Florida, on July 16, at the age of 92.
Despite his monumental contributions, many close to him feel Woltz’s brilliance has not been sufficiently recognized. Libby Meggs, a former designer at Martin & Woltz and one of the agency’s first employees, recalls him as the wellspring of all creative endeavors, a man who consistently prioritized the work itself over personal accolades. His impact resonated deeply, inspiring groundbreaking creative campaigns that redefined state tourism.
The genesis of “Virginia is for Lovers” in 1967 was not without its challenges. Martin & Woltz initially lost the state’s tourism campaign bid to a rival agency, with decision-makers deeming their concept too risqué. However, Woltz and his partner, David Martin, foresaw shifting societal attitudes, believing the daring slogan would resonate with a younger audience and prove effective for attracting new visitors to the state.
What began as a campaign for advertisements quickly evolved into a cultural phenomenon. An image of a model wearing a “Virginia is for Lovers” sweatshirt sparked an unforeseen public demand for merchandise, transforming the slogan into a highly sought-after commodity. By January 1972, the Virginia State Travel Service struggled to keep pace with the overwhelming requests for buttons, signs, and bumper stickers, a testament to the slogan’s immediate and widespread appeal and its enduring marketing history.
Before leaving an indelible mark on the advertising industry, which has since become a cornerstone of Richmond’s economy, Woltz’s formative years were spent in South Boston, a small tobacco town. He attended Richmond Professional Institute, now known as Virginia Commonwealth University, where he met his wife, Nancy, and soon after co-founded his pioneering advertising firm.
Meggs, who joined Martin & Woltz at 21, vividly remembers Woltz’s reputation as a brilliant perfectionist. His demanding yet inspiring nature quickly earned him respect, leading to a professional environment where innovation flourished. Woltz’s commitment to excellence and his humble demeanor were hallmarks of his character, deeply influencing those he mentored.
Following a significant period of collaboration, Martin & Woltz eventually dissolved, leading both partners to establish their own distinct agencies. While The Martin Agency expanded into one of the nation’s largest advertising powerhouses, George Woltz consciously chose to maintain a smaller, more focused operation, prioritizing quality and personal oversight over rapid growth.
Woltz’s self-effacing nature and unwavering integrity remained consistent throughout his life. Meggs recounts a memorable instance where Woltz brought his father’s iron pans from the South Boston hardware store to a New York ceremony, symbolizing his grounded roots and high standards. This enduring legacy was highlighted in 2017 when The Martin Agency placed a #standforlove sign featuring the iconic slogan outside its headquarters, a powerful affirmation of the campaign’s timeless message and its continued relevance in contemporary society.
After a distinguished career, Woltz retired at an early age and spent his final three decades in Naples, Florida, with his wife. His passing marks the end of an era for a true visionary who not only crafted one of the nation’s most beloved slogans but also exemplified the quiet dedication and profound impact of a genuine advertising icon.
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