Virginia tourism brings "Virginia is for Lovers" campaign back to Philly

The big picture: This is Part II of the "Philly Takeover" campaign, which debuted last fall as a way to get more Philadelphians to take their love south.

• Tourism officials had previously told Axios that Philadelphians hadn't visited Virginia as regularly as residents of New York or D.C.

Driving the news: The blitz launches during this weekend's Phillies four-game homestand against Atlanta and has expanded to include seven Virginia tourism destinations, including Charlottesville and Richmond.

Zoom in: They're not joking when they call it a takeover.

• The campaign is getting a big assist from the Phillies, with 70 radio spots, emails to Phillies subscribers and an Instagram post reaching the team's 1.5 million followers.
• Locals can expect to be peppered with ads at SEPTA's NRG Station and throughout South Philly, plus on signs and scoreboards at Phillies games — even behind the pitcher's mound.

1 cool thing: There'll even be a pop-up activation at Sunday's game featuring LOVEwork, drummers and swag giveaways.

• Plus, pucker up, lovers: Virginia is sponsoring the Kiss Cam at a dozen Phillies home games.

The bottom line: Virginia is keeping Philly's heart aflutter.