Love Artwork at Va Welcome CenterThe state tourism office of Virginia is working to share the message that love is at heart of every Virginia vacation.

To do so, they are partnering with tourism destinations across the state to have the word “love” pop up in many different and unexpected places.

On May 5, Kings Dominion, a popular amusement park near Richmond, will be the latest place in the state to have LOVE pop up, and with it, a chance to win one of 25 season passes being awarded by the Virginia Tourism Corporation.

The “Virginia is for Lovers” oversized LOVE artwork will make its debut at Kings Dominion to promote family vacationsWhen the gates open on May 5, park goers will go on a scavenger hunt for the LOVE artwork, which will be placed somewhere in the park.

The first 25 people to locate the LOVE artwork, post a picture of it to the Virginia is for Lovers Facebook page or on Twitter using the #LOVEVA hashtag, along with the message “love is at the heart of every Virginia vacation”, will win a 2012 Kings Dominion season pass.

This is a great way to incentive social sharing while subsequently enforcing the brand message!

The LOVE artwork, which is 16 feet long and more than six feet high, is part of the Virginia is for Lovers campaign and promotes the message that love is at the heart of every Virginia vacation.  The artwork has made stops at Virginia Welcome Centers, attractions and localities throughout Virginia.  It has become a favorite photo opportunity for visitors as well as local residents wherever it has gone.

Photos taken by people from across the country can be seen on at and on Twitter by searching #LOVEVA.

“Our iconic Virginia is for Lovers brand is about love – pure and simple, and has been for more than 40 years,” said Rita McClenny, interim president and CEO of the Virginia Tourism Corporation. “Virginia’s amusement and theme parks are one of the most popular experiences that draw families to Virginia each year. The LOVE artwork at Kings Dominion will promote Virginia as an ideal destination for families looking to completely connect on a Virginia vacation.”

“Kings Dominion is all about family fun and entertainment,” Kings Dominion vice president and general manager Pat Jones said. “What better way to show your love for Virginia than creating memories with your family at Kings Dominion. Snap a picture with the Virginia Tourism Corporation’s LOVE artwork and at the same time enjoy all the thrills we have to offer.”

Trip Heartmann, the official mascot of Virginia is for Lovers, will be standing by at the LOVE artwork to help the lucky winners celebrate and to pose for photos with park goers.  The LOVE artwork will remain on display through May 6.