Last year’s controversial ad, naming Vilnius the G-Spot of Europe, has been named as the best ad campaign at the World Travel Market (WTM) travel show’s International Travel & Tourism Awards in London.
Vilnius, the capital of Lithuania, wanted to attract more attention amongst Europe’s millennials and to invite them to experience all the city has to offer. However, only 8% of the target audience in Berlin and London knew that Vilnius existed, let alone where it was. The city decided to go with a bold statement that earned the capital an International Travel & Tourism award.
"Vilnius – the G-spot of Europe. Nobody knows where it is, but when you find it – it’s amazing” campaign was developed by Jurgis Ramanauskas, Skaiste Kaurynaite, and Ugnius Miksta. Posters advertising Vilnius appeared in London and Berlin in summer 2018. Since then, the website vilniusgspot.com was visited by over 100 thousand people from all over the world while the searches on Google trebled.
According to Vilnius’ Mayor Remigijus Simasius, the campaign reached an audience of 600 million and the number of tourists increased by 12%. “We may be small globally but really strong!” he said in a brief announcement.
The viral ad was since named as one of the best week’s campaigns by advertising industry magazine Lurzer’s Archive’, as well as earning a feature on ‘Last Week Tonight with John Oliver.’
“International tourism is a highly competitive field where only a few manage to stand out,” says Inga Romanovskiene, the head of the official development and business promotion agency Go Vilnius. "Even competing with the giants of tourism – such as Las Vegas – was a great achievement."
This year’s International Travel and Tourism Awards, where Vilnius won the highest Gold Award, took place in London’s annual World Travel Market, visited by over 50 thousand attendees.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
