A new campaign makes light of the relative obscurity of the Lithuanian capital, a previously self-declared G-spot of Europe.
The campaign, Vilnius: Amazing Wherever You Think It Is, by the city's tourism promotion agency Go Vilnius, asks Western Europeans to guess where the city is, while posters depict the Lithuanian capital as a fantasy world.
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“Vilnius is continuing the course of presenting itself as an easygoing, yet daring city, not afraid to laugh at its faults and break free from norms,” Inga Romanovskienė, the head of Go Vilnius, is quoted in a press release. “Our goal is to show that no matter where people think Vilnius is located, it is a great place to go visit.”
The campaign, developed by Bechtle and Milzarajs ad agency, plays with Vilnius being a lesser-known European capital. A 2019 study by Go Vilnius found that only 5 percent of Brits, 3 percent of Germans and 6 percent of Israelis know anything more about Vilnius than the name and approximate location.
The centrepiece of the campaign is a video in which people “somewhere in Western Europe” are asked to locate Vilnius. The responses range from puzzled shrugs to wildly inaccurate guesses. A solemn voiceover then describes Vilnius as the jewel of the Alps, the most well-kept secret of Italy, or the pride of Finland.
A website dedicated to the campaign invites visitors to guess where Vilnius is and win a trip to Lithuania, while informing them of reasons why it is an amazing destination.
Additionally, billboards in London, Liverpool and Berlin will portray Vilnius reimagined in various fantasy worlds.
The Lithuanian capital's racy previous campaign, The G-Spot of Europe, put Vilnius on the proverbial map, at least for advertising industry. The campaign won a prize at the International Travel & Tourism Awards and made headlines worldwide.
Vilnius: Amazing Wherever You Think It Is launched on February 3.