Controversial ad of Vilnius wins best destination campaign award

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Controversial ad of Vilnius wins best destination campaign award

By
11 November 2019

By | 11 November 2019

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 campaign was launched in August 2018 and reached almost billion people — vilniusgspot.com Controversial ad of Vilnius wins best destination campaign award Group Created with Sketch. The campaign was launched in August 2018 and reached almost one billion people — vilniusgspot.com

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.

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.

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