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, Skaistė Kaurynaitė, and Ugnius Mikšta. 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 Šimašius, 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 Lürzer’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 Romanovskienė, 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.