Virginia is rolling out a new tourism commercial to eight out-of-state markets, tapping the state's venerable "Virginia is For Lovers" theme.
Gov. Bob McDonnell announced the new pitch Monday, saying the commercial is aimed specifically at family travelers. It will promote Virginia history, amusement parks and outdoor recreation.
McDonnell said the new television commercial will return Virginia to key out-of-state markets for the first time in four years and has the potential to reach 15 million people.
Virginia tourism generates nearly $18 billion in revenue for the state, supporting just over 200,000 jobs.
The new ads will air in New York City, Baltimore, Philadelphia, Washington, D.C., Raleigh/Durham, North Carolina, and three cities in Ohio.
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