All three letters are signed “Love, Richmond, Virginia.” They are a meaningful way to reach the LGBT community, according to Katherine O’Donnell with Richmond Region Tourism. She explains a letter is a personal way some people come out.
“It’s pretty unique depending on where you are in the country,” she said. “In Virginia we’re the only destination that we know of that does this type of outreach.”
The campaign is a partnership with VCU’s Brand Center.
“It’s promoting the same things we promote to all travelers—the history, the arts, the food, the craft beer and all the rest—but that we’re welcoming and friendly to LGBT travelers,” O’Donnell added.