Vilnius launches advertising campaign marketing the excitement of the discovery of the city
Vilnius launches today its advertising campaign on London and Berlin billboards saying: ‘Nobody knows where it is, but when you find it – it’s amazing’. Vilnius – The G-Spot of Europe’. Advertising panels and videos on social networks and on the Google platform target 18-35 year-olds in the UK and Germany, inviting them to visit the campaign website at www.vilniusgspot.com. The campaign is geared to increase the visibility of Vilnius in the targeted incoming tourism markets – in the United Kingdom and Germany. It is run by Vilnius City Tourism and Business Development Agency Go Vilnius.
‘No sooner had the campaign started, it managed to capture the worldwide attention. In a few days, it has gained coverage in more than 900 foreign media channels, including major United States, United Kingdom portals – The New York Times, The Washington Post, and the Independent. Today one of the world’s largest news agencies Reuters television will be doing a coverage on the campaign. There is a huge interest, so we hope that the campaign launched today will be truly successful in boosting incoming tourism’, says Inga Romanovskienė, Director of Go Vilnius.
According to Inga Romanovskienė, the campaign is marketing the pleasure of discovering Vilnius with its UNESCO World Heritage-listed Old Town and stunning city panoramas, cosy leisure and outing spots to enjoy a cup of coffee or nice dinner. Such pleasures are countless in Vilnius. This is exactly what the campaign pun encodes: Vilnius is the G-spot of Europe. Nobody knows where it is, but when you find it, it’s amazing.
The idea was generated by Atomic Garden Advertising School students Jurgis Ramanauskas, Skaistė Kaurynaitė and Ugnius Mikšta. ‘The basic idea of the campaign is that nobody knows where Vilnius really is, but once they find it, they fall in love with it. This insight came from conversations with foreigners, including our lecturer. So, when we realized that it is an undiscovered spot which brings pleasure to people when they discover it, the analogy came about naturally’, said Jurgis Ramanauskas.
According to Atomic Garden’s creative director, international advertising expert Antonio Bechtle, his students generated the idea as part of the formulated task. ‘Based on my experience in the field of advertising, I am convinced that this campaign is completely correct and is a big step forward in the promotion of Vilnius as a destination,’ said Antonio Bechtle. It speaks the language of the target audience, it resorts on humour and breaks the established rules. It is important that it is accurate in formulating the feeling of a visitor to Vilnius: that you have discovered something wonderful that has always been there but you never knew about it.’
Based in Vilnius for several years now, Antonio Bechtle from Peru adds that the advertisement accurately reflects the feeling that he himself experienced in Vilnius the first time. To his knowledge, it is also the experience of most foreign visitors to Vilnius, including his own friends and acquaintances.
The campaign targeting the audience between 18 and 35 will run for one month with videos on social networks and the Google platform in the United Kingdom and Germany directing to the website www.vilniusgspot.com, hosting a quiz which allows users to get a personalised map of the city. The interactive map includes places of interest specific to individuals’ responses, including leisure, shopping, eating out, doing sports, cultural events, beautiful city panoramas, etc.
The campaign website presents the full spectrum of entertainment and services of relevance for tourists in Vilnius, including a variety of restaurants, cafes, designer stores, movie theatres, music clubs, museums, adventure and theme parks.
The outdoor advertising with the key tagline will run for one week at popular gathering venues in Berlin and London.
Short video clips on social media will feature young people enjoying the pleasure of discovering the iconic sites of Vilnius.
No sooner the campaign was launched this week than it has gained enormous interest from around the world, including the United Kingdom, Germany, France and the United States, also India and New Zealand.
Website address: www.vilniusgspot.com