As anyone in advertising would attest – winning a Cannes Lion aside – the basic point of any ad campaign is to solve a problem.
And when the gorgeous city of Vilnius was having problems attracting tourists it unveiled a new TVC that showed practically no one knew it was the Lithuanian capital.
Enter a new witty spot to attract tourists to the picturesque city.
The campaign, called ‘Vilnius: Amazing Wherever You Think It Is’, follows the tradition of the award-winning ‘Vilnius – the G-spot of Europe’ campaign, which claimed that “nobody knows where it is, but when you find it, it’s amazing”.
The idea to use the city’s obscurity as a tool to draw more tourists is also backed by data.
According to the 2019 study, done by Go Vilnius, the official development agency of the city which initiated the campaign, only five per cent of Brits, three of Germans and six per cent of Israelis know more than the name and the approximate location of Vilnius.
A campaign-dedicated website asks visitors to guess where Vilnius is for a chance of winning a trip to the city while being informed of myriad reasons why the Lithuanian capital is amazing.
The campaign also features a hilariously playful video in which people on the streets of Berlin are asked if they know where Vilnius is. The video will be spread through online platforms along with ad campaigns in target markets and selected media outlets.
According to the director of Go Vilnius, Inga Romanovskienė, the idea was to turn the city’s disadvantage of being a lesser-known European capital into an entertaining and fun campaign in which Vilnius laughs at its obscurity.
“Vilnius is continuing the course of presenting itself as an easygoing yet daring city; unafraid to laugh at its faults and break free from certain norms,” she said.
“Our goal is to show that no matter where people think Vilnius is located, it is a great place to go visit.”
The new campaign is the work of Baltic advertising agency Bechtle & Milzarajs.
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]