Vilnius, the capital of Lithuania, is no
stranger to making bold statements with its most famous tourism campaign “The G-spot of Europe” sweeping over Europe a
few years ago. Likewise, another campaign “Vilnius: Amazing Wherever You Think
It Is” received international recognition at “City
Nation Place Awards 2020” as the best communications strategy.
the global recognition of previous campaigns, Vilnius is ready to once again
boost its visibility with a remake of the Christmas classic “Merry Christmas”
and a cheeky tourism marketing video. Both the song and the video are a part
of the Christmas campaign “Christmas in Vilnius: Amazing, Wherever You Think It
Is” by Vilnius City and Go Vilnius, the official tourism and business
development agency of Vilnius. Launched today, October 20th, the
campaign beacons foreign visitors to discover the charms of the Lithuanian
capital during the holiday season.
campaign drew the inspiration from “Where Is Vilnius?”
visitors were asked to indicate the location of Vilnius. The answers were
generated into a heat map, displaying that Vilnius is mostly considered to be
in Finland, Romania, and even Kazakhstan. A similar experiment was also
conducted in Berlin last year where people on the streets were asked if they
knew where Vilnius was. As it turned out, the passers-by located Vilnius all
over Europe—in Italy, Austria, Sweden—and even South America. Now the updated
campaign website once again invites visitors to take a guess as to the location
of Vilnius, and find out the best ways to explore Vilnius during the holidays.
playful way to acknowledge the so-called city’s obscurity, the new Christmas
campaign video features Vilnius municipal choir Jauna Muzika
singing out “It’s Sweden, no it’s not Sweden” to the soundtrack of “Merry
Christmas,” chosen for its long-lasting popularity across the world. The new lyrics playfully suggest that, although
Vilnius is not in Sweden, France, Germany, or a number of other top-visited
countries, it is definitely worth a second thought.
camera also spans around the urban landscape, showing the most defining aspects
of the city. For instance, hot-air balloon flocks hover in the skyline, as
Vilnius is the only European capital to allow regular hot-air balloon rides
over it. The last shot of the video revolves around Vilnius TV tower—the
tallest building in the entire country (326.5 m) with a restaurant 180 m above
to Inga Romanovskienė, Director at Go Vilnius, the campaign is an extension of
their former campaign “Vilnius: Amazing Wherever You Think It Is,” which spun
the so-called city’s obscurity into a tool for attracting more visitors. The
current campaign, similarly, shows the potential guests that this Christmas
season in Vilnius is bound to leave an impression, wherever the city might be.
every year, Vilnius will transform into a winter wonderland for the delight of
all the guests and residents,” said Romanovskienė. “Although sometimes there’s
still some confusion among foreigners over where Vilnius actually is, our
campaign endeavours to show that, all confusion aside, our capital has some
tricks up its sleeve to make Christmas a truly memorable experience.”
it comes to the Christmas season, the capital goes all in: its Christmas trees
wow Europe each year, while last year the city organized
an initiative where residents could preserve their potted holiday trees and
later plant them in a freshly created Christmas Forest.
holiday season, Vilnius will light up its Christmas Tree on November 27th.
The holiday celebrations in the capital are usually accompanied by the
Christmas Tree, surrounded by a Christmas fair with artisanal stalls, a
Christmas Tree unveiling event, activities for the whole family, such as a 3D
fairy tale displayed in the Cathedral square, and far-out decorations. Although
the global pandemic might still prevent some visitors from experiencing
Christmas in Vilnius this year, travellers are also welcome to come to Vilnius
for the next holiday season, which is bound to be just as amazing.