After a five-year run as the lead advertising firm for the Virginia tourism office, the agency that coined “Virginia is for Lovers” has opted to let the multimillion-dollar account go, reports Richmond BizSense.
The Martin Agency, which since 2018 had been the sole agency of record for Virginia Tourism Corp., did not compete for the account when it was offered this spring through a request-for-proposals solicitation.
According to the report, “VTC has since selected two agencies to handle its advertising and paid media placements for the next 12 months. Sway Creative Labs, out of Norfolk, was named VTC’s lead ad agency, and Utah-based Love Communications was named its paid media agency.
“Both services had been handled by Martin since 2018, when it won an 18-month contract with four one-year renewal options, each of which VTC exercised. A solicitation was required before the final contract year closed out, and an RFP was put out with proposals due in early May.”
The solicitation drew proposals from 14 advertising contenders and 15 paid media candidates.