Virginia is for Hokie Lovers: A new way to celebrate Virginia Tech and Virginia
“Virginia is for Lovers” has a new addition: Hokie pride.
Virginia Tech and tourism partners officially launched the Virginia is for Hokie Lovers campaign Sept. 10, unveiling a Virginia Tech-themed LOVE sign on Henderson Lawn and beginning a brand collaboration designed to draw attention to Blacksburg and the New River Valley as destinations for visitors from across Virginia – and beyond.
The event brought together Virginia Tech President Tim Sands, Virginia Tourism Corporation officials, university representatives, and community partners to celebrate a partnership that connects Virginia’s iconic tourism brand with a university with a presence in every county of Virginia and whose students, alumni, families and fans have ties throughout the commonwealth.
“This is an open invitation for Hokie fans, friends, and alumni to visit us and experience the many reasons we are so proud to call this region home,” said Virginia Tech President Tim Sands. “As Virginia’s public land-grant research university, we love our commonwealth and are excited to have a new opportunity to serve our communities through this partnership with Virginia Tourism.”
“When Virginia Tech and Blacksburg-Christiansburg-Montgomery County Regional Tourism approached us with the idea of creating a Virginia is for Hokie Lovers brand collaboration, we saw an exciting opportunity to explore the concept through a pilot,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “We’re always looking for new ways to connect with audiences and bring the Virginia is for Lovers brand to life, and this initiative gives us a fun way to engage Hokie fans while celebrating all that Virginia has to offer.”
The partnership was developed through Virginia Tech’s Licensing and Trademarks team and the Blacksburg-Christiansburg-Montgomery County Regional Tourism program. It builds on a shared interest in introducing new audiences to the people, places, and experiences that make the commonwealth – and the New River Valley in particular – a destination.
“'Virginia is for Hokie Lovers' captures the pride and sense of belonging that extend far beyond campus and into the communities of Blacksburg, Christiansburg, and Montgomery County," said Samantha Livesay, executive director of Blacksburg-Christiansburg-Montgomery County Regional Tourism. "This initiative is a testament to what is possible when local tourism leaders, the commonwealth, and Virginia Tech come together around a shared vision, creating new opportunities for visitors to discover the people, places, and experiences that make our region unforgettable."
At the center of the launch is the new LOVE sign on Henderson Lawn, positioned at the intersection of campus and downtown Blacksburg. Designed as both a symbol of the brand collaboration and a highly visible gathering and photo location, the sign makes the connection between Virginia Tech and the community that surrounds it tangible.
The celebration continues Sept. 11 with Kick-Off for College Avenue, a community-wide kickoff featuring local partners, vendors, music, and family-friendly activities. There will also be a pop-up shop at the event, and co-branded merchandise can be purchased online.
The campaign also gives Hokies a new way to celebrate their connection to Virginia. Virginia is for Hokie Lovers merchandise is now available through the Hokie Shop, with part of each sale supporting Virginia Tech student scholarship and other student initiatives, as well as tourism initiatives.
“Our students tell us Virginia Tech’s main campus setting, with its abundant outdoor activities and classic college town feel, was a big factor in their decision to attend and provides ways to get out of their rooms and meet other students,” said Heather Ducote, senior director of marketing and brand management at Virginia Tech.
As a land-grant university, Virginia Tech plays a key role in advancing economic development across the commonwealth. This new collaboration comes at a time when Virginia Tech’s reach across the commonwealth is significant. A recent report commissioned by the Virginia Tech Foundation shows the university generated $4.7 billion in statewide economic impact in fiscal year 2025, supporting 35,519 full-time equivalent jobs and $316.9 million in tax revenue. The Blacksburg campus alone accounts for $3.4 billion of that impact and 25,629 jobs.
Beyond the numbers, creative and innovative partnerships such as this one between the university and Virginia Tourism Corp. are valuable ways to support local tourism, regional collaboration, and continued university investment in enhancing the community's economic future and quality of life.
For students and prospective students, that connection is part of the Virginia Tech experience. For alumni and friends, the campaign offers another way to celebrate a shared identity that extends well beyond campus. And for visitors, it is an invitation to discover Blacksburg and the New River Valley for themselves.
The pilot program will run from September 2026 through March 2027, aligning with Virginia Tech’s highest-attendance and most widely broadcast collegiate sports seasons.
The collaboration offers something simple but meaningful: a way to celebrate Virginia Tech’s place in the commonwealth while inviting more people to experience the community that surrounds it.
And now, there is a LOVE sign to help show it.
