Calling Lithuanian capital the G-spot of Europe has contributed to a significant increase in tourism
“Nobody knows where it is but when you find it – it’s amazing.” With this rather cheeky statement comparing Vilnius to a G-spot, the Lithuanian tourist board decided to boost tourism into its capital last year.
The board was struggling with a major issue. While they wanted to attract more millennials from Western Europe, they found out that less than eight percent of respondents in their target audience had known where Vilnius was located.
For this reason, they created an ad depicting a woman visibly experiencing pleasure while gripping a blanket with a map of Vilnius. By this slightly controversial approach, the board portrayed the capital as a hidden gem promising amazing time.
Vilnius skyrocketed on Google Search
The campaign was a real success in terms of spreading. While hoping for at least 300 media articles, the final number was 1,100, including one on Kiwi.com Stories. Almost a billion people were reached and the term Vilnius was googled 33 times more than before.
In addition, it contributed to an 11.97 percent increase in UK’s visitor numbers from the UK and a 37,74 percent increase in tourists from Germany.
The #Vilnius – The G-Spot of Europe campaign that sparked so much interest around the world last year won the Best Destination Campaign by a City at this year’s prestigious International Travel & Tourism Awards. #Vilniusgspot
? https://t.co/pJI0q4wVlk ? #WTMLondon #WTM2019 pic.twitter.com/j0ATxBhnMy
— #Lithuania ?? #Lituanie (@Lithuania) November 6, 2019
Inspired by the success, the city doubled down on the concept and launched a website called vilniusgspot.com that was visited by more than 100,000 people from all over the world.