Lithuanian capital Vilnius has taken an unusual angle on promoting itself, employing a cheeky and provocative brand campaign that plays on the idea that no one knows where Vilnius is. What else is proverbially difficult to find? The G-spot of course.
Hence, the Vilnius became the G-spot of Europe, with a message: “Nobody knows where it is, but when you find it, it’s amazing.”
The campaign launched earlier this month, but the concept for it is actually two years old. It was conceived by two students, Jurgis Ramanauskas, 25, and Skaistė Kaurynaitė, 27, during a creative advertising course at The Atomic Garden School in Vilnius.
The idea was picked up by Go Vilnius, the official development agency of the Lithuanian capital, and although the campaign faced a lot of criticism, including from the Catholic church, the organization stands firmly behind it.
“The primary challenge that we’ve encountered with positioning Vilnius as a tourist destination is related to awareness – not enough people know about our city,” Inga Romanovskienė, Go Vilnius’ director, told The Drum. “So, raising awareness is the main goal we needed to address.” And raise awareness they did, as the campaign is certainly something you don’t see every day in official branding of cities or countries, which has brought it a lot of media attention across the globe.
Check out some of the other videos of the campaign below:
