By MICHELLE E. SHAW, The Virginian-Pilot © August 18, 2007
The state’s new tourism slogan, “Live passionately,” almost died Friday.
The catch phrase, featured on promotional material, was accompanied by a hand gesture that has been associated with a decades-old gang that has members scattered across the United States.
Virginia Tourism Corp. officials decided to alter the images used in the ad campaign rather than scrap the idea.
The gesture, a heart made from both thumbs and index fingers, is one of many associated with the Gangster Disciples, according to several Web sites and the Virginia Gang Investigators Association.
The FBI Web site classifies the Gangster Disciples as “one of the most violent of four African-American gangs that hang out on the south side of Chicago.”
“Out of respect to those who have concerns about the use of this symbol, we will adjust the creative images in our ad campaign to eliminate any further misinterpretation of the heart/hand symbol,” said Alisa Bailey, president of the state’s tourism marketer, in an e-mail. “We regret if anyone interpreted the symbol as anything other than a symbol of love, as was intended.”
About $400,000 was spent on developing the campaign, not including ad buys, Bailey said earlier this week. By Friday afternoon, the pictures in question had been replaced with generic images or portraits of the same models – minus the hand gesture. No additional money was spent to make the change, Bailey said in a separate statement.
“We were able to use existing photography, so it was an easy change,” she said.
BCF of Virginia Beach developed the campaign. Art Webb, the company’s president, said he had “no idea things could go in this direction.”
“This is the first campaign that we’ve done that uses a hand gesture,” he said. “We ran it through a number of tourism industry leaders, and it was well received.”
Members of the Virginia Gang Investigators Association, a coalition of law enforcement officers, alerted various state officials on more than one occasion this week about the campaign, said Keith Applewhite, the association’s vice president. One of those calls was to the governor’s office, he said.
Kevin Hall, a spokesman for Gov. Timothy M. Kaine, said the governor became aware of the problem after several law enforcement groups contacted the office with concerns. Col. Steven Flaherty, superintendent of the State Police also raised the issue with staff members in Kaine’s office, the spokesman said.
“The governor is pleased the tourism agency quickly, independently and, he believes, correctly chose to revamp the campaign to remove those images,” Hall said.
Tourism officials were made aware of the possible conflict earlier this week, before the T-shirts and bumper stickers were handed out in Virginia Beach on Wednesday. At the time, officials thought the gang was “a small group confined to South Carolina” and went ahead with the promotional event, Bailey said Friday.
She spent the better part of Friday morning “trying to decide the best course of action.”
“We are taking this seriously,” she said around 10 a.m. “But just because someone in another culture uses the symbol inappropriately or for some other reason, I find it almost offensive that we would change our campaign.”
Just before 1:30 p.m., though, a BCF spokeswoman e-mailed a statement on Bailey’s behalf, explaining the decision to revamp the campaign.
“Our intent was to show people using their hands to make a heart to signify 'Virginia is for lovers,’” the statement said. “For the majority of people, the heart sign is a symbol of love – and the campaign’s images intended to convey a love of travel and love of Virginia. A heart has been our symbol since 1969 and we were looking for new ways to express it.”
Staff writer Christina Nuckols contributed to this story.
The state’s new tourism slogan, “Live passionately,” almost died Friday.
The catch phrase, featured on promotional material, was accompanied by a hand gesture that has been associated with a decades-old gang that has members scattered across the United States.
Virginia Tourism Corp. officials decided to alter the images used in the ad campaign rather than scrap the idea.
The gesture, a heart made from both thumbs and index fingers, is one of many associated with the Gangster Disciples, according to several Web sites and the Virginia Gang Investigators Association.
The FBI Web site classifies the Gangster Disciples as “one of the most violent of four African-American gangs that hang out on the south side of Chicago.”
“Out of respect to those who have concerns about the use of this symbol, we will adjust the creative images in our ad campaign to eliminate any further misinterpretation of the heart/hand symbol,” said Alisa Bailey, president of the state’s tourism marketer, in an e-mail. “We regret if anyone interpreted the symbol as anything other than a symbol of love, as was intended.”
About $400,000 was spent on developing the campaign, not including ad buys, Bailey said earlier this week. By Friday afternoon, the pictures in question had been replaced with generic images or portraits of the same models – minus the hand gesture. No additional money was spent to make the change, Bailey said in a separate statement.
“We were able to use existing photography, so it was an easy change,” she said.
BCF of Virginia Beach developed the campaign. Art Webb, the company’s president, said he had “no idea things could go in this direction.”
“This is the first campaign that we’ve done that uses a hand gesture,” he said. “We ran it through a number of tourism industry leaders, and it was well received.”
Members of the Virginia Gang Investigators Association, a coalition of law enforcement officers, alerted various state officials on more than one occasion this week about the campaign, said Keith Applewhite, the association’s vice president. One of those calls was to the governor’s office, he said.
Kevin Hall, a spokesman for Gov. Timothy M. Kaine, said the governor became aware of the problem after several law enforcement groups contacted the office with concerns. Col. Steven Flaherty, superintendent of the State Police also raised the issue with staff members in Kaine’s office, the spokesman said.
“The governor is pleased the tourism agency quickly, independently and, he believes, correctly chose to revamp the campaign to remove those images,” Hall said.
Tourism officials were made aware of the possible conflict earlier this week, before the T-shirts and bumper stickers were handed out in Virginia Beach on Wednesday. At the time, officials thought the gang was “a small group confined to South Carolina” and went ahead with the promotional event, Bailey said Friday.
She spent the better part of Friday morning “trying to decide the best course of action.”
“We are taking this seriously,” she said around 10 a.m. “But just because someone in another culture uses the symbol inappropriately or for some other reason, I find it almost offensive that we would change our campaign.”
Just before 1:30 p.m., though, a BCF spokeswoman e-mailed a statement on Bailey’s behalf, explaining the decision to revamp the campaign.
“Our intent was to show people using their hands to make a heart to signify 'Virginia is for lovers,’” the statement said. “For the majority of people, the heart sign is a symbol of love – and the campaign’s images intended to convey a love of travel and love of Virginia. A heart has been our symbol since 1969 and we were looking for new ways to express it.”
Staff writer Christina Nuckols contributed to this story.
Virginia Tourism Site http://www.virginia.org/
Gang Hand Signs http://www.knowgangs.com/gang_resources/handsigns/menu_007.htmVirginia Gang Investigators Association http://vgia.org/
The Virginian-Pilot © August 17, 2007
Updated full statement from Alisa Bailey, president and CEO of the Virginia Tourism Corp., on the "Live passionately" campaign. (A heart-shaped hand gesture used in promotional images is associated with a notorious gang.)
"We have decided to adjust the new Virginia is for Lovers Live Passionately campaign due to concerns that the heart/hand symbol has a meaning other than what our agency intended.
"For the majority of people, the heart sign is a symbol of love – and the campaign’s images intended to convey a love of travel and love of Virginia. A heart has been our symbol since 1969 and we were looking for new ways to express it.
"Attached (see below) is an example of the slight adjustment we were able to make in less than 24 hours at no cost that continues to promote Virginia is for Lovers but eliminates the hand symbol. We were able to use existing photography so it was an easy change. This ad example ties into one of the largest national travel trends involving groups of female friends traveling together.
"We will make the necessary adjustments to the new Virginia is for Lovers campaign to gear up for the full campaign rollout in spring of 2008. Virginia’s investment in tourism advertising is proven to generate a 5 to 1 return on investment."
NOTE: My take on this? We're giving way too much credence, weight, credit to thugs. This was the original article. What a difference a day makes:
By MICHELLE E. SHAW, The Virginian-Pilot © August 16, 2007
Since 1969, the Virginia Tourism Corp. has touted "Virginia is for lovers."
Wednesday, the state tourism arm introduced its latest love child, "Live passionately."
Neptune Park was abuzz with the slogan as hawkers passed out free T-shirts and bumper stickers.
"I'm not sure what it means, but I like the way it sounds," said Lore Baker, visiting from Illinois. "I'm kind of a hopeless romantic."
TV spots are airing in Richmond, and print and online ads are running on a limited basis.
The new catchphrase isn't meant to replace the old one, said Tamra Talmadge-Anderson, spokeswoman for the tourism unit.
" 'Virginia is for lovers' is our brand, and 'live passionately' is our call to action," she said. "They go hand in hand."
The new motto has been in the works since earlier this year and will debut nationally next spring, Talmadge-Anderson said. TV spots are airing in Richmond, and print and online ads are running on a limited basis.
About $400,000 has been spent on developing the campaign, not including ad buys, said Alisa Bailey, tourism corporation president. BCF of Virginia Beach developed the campaign.
"I like it, especially the passion part," Bill Price of Roanoke said. "I never liked the 'Virginia is for lovers' slogan, but I really like this passion thing."
Among state slogans, Brent Reed of College Station, Texas, said he remains partial to "Don't mess with Texas."
"I think it will just stick in my head like the old one did," he said of the Virginia slogan. "I mean, look at this beach. I can see how you could be passionate here."
Since 1969, the Virginia Tourism Corp. has touted "Virginia is for lovers."
Wednesday, the state tourism arm introduced its latest love child, "Live passionately."
Neptune Park was abuzz with the slogan as hawkers passed out free T-shirts and bumper stickers.
"I'm not sure what it means, but I like the way it sounds," said Lore Baker, visiting from Illinois. "I'm kind of a hopeless romantic."
TV spots are airing in Richmond, and print and online ads are running on a limited basis.
The new catchphrase isn't meant to replace the old one, said Tamra Talmadge-Anderson, spokeswoman for the tourism unit.
" 'Virginia is for lovers' is our brand, and 'live passionately' is our call to action," she said. "They go hand in hand."
The new motto has been in the works since earlier this year and will debut nationally next spring, Talmadge-Anderson said. TV spots are airing in Richmond, and print and online ads are running on a limited basis.
About $400,000 has been spent on developing the campaign, not including ad buys, said Alisa Bailey, tourism corporation president. BCF of Virginia Beach developed the campaign.
"I like it, especially the passion part," Bill Price of Roanoke said. "I never liked the 'Virginia is for lovers' slogan, but I really like this passion thing."
Among state slogans, Brent Reed of College Station, Texas, said he remains partial to "Don't mess with Texas."
"I think it will just stick in my head like the old one did," he said of the Virginia slogan. "I mean, look at this beach. I can see how you could be passionate here."
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