Current State:
Virginia does not have a brand that can be used to market the Commonwealth to international
businesses abroad.

Issues Facing Virginia:
• Virginia has the tourism brand Virginia is for Lovers, but this brand does not translate well in an international business environment.

• We have the opportunity now to determine how we want to position Virginia to
international markets.

Task Force Goals:
• Based on an understanding of Virginia’s assets, determine how we can create a brand for Virginia, that we can use when communicating with the international business community.

• Integrate the Virginia brand in Virginia’s global strategy.

Illustrating the Value:
Developing a memorable and on-target Virginia brand for international business development can lead to greater success in that arena, much the same way that the Virginia is for Lovers brand has
contributed toward increasing tourism in our Commonwealth.

 

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