Grow Interactive

To help celebrate the 40th anniversary of the iconic "Virginia Is For Lovers" slogan, we worked with agency BCF to create a way for people to share and relive their Virginia vacation memories of the past four decades. Our concept extended the idea beyond the browser, allowing site visitors to create real postcards from their favorite photos and send them through the mail—all for free.

Visitors uploaded a photo and aged their postcard to the appropriate decade, complete with the "Virginia is for Lovers" branding of the time.  They completed their customization with a personal message and recipient address and then sent the postcard on its way.  Days later, their loved one received a stamped, one-off postcard in the mail.

The result was a tangible and personalized memory that rekindled a fondness for the state and its iconic slogan. And unlike other direct mail, the postcard created an emotional connection and was likely to live on a refrigerator for months to come. Both sender and recipient were also shown unobtrusive messaging inviting them to plan their next Virginia vacation.

With variable-data printing, the concept was simple and efficient to bring to life, and the cost to Virginia Tourism was barely the price of a well-placed search engine keyword ad.

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