‘Nobody knows where it is, but when you find it – it’s amazing.’
That’s the tagline of the now infamous ‘G-spot of Europe’ campaign, which has certainly attracted attention, positive, negative and now good again, having recently won best destination campaign at the International Travel and Tourism Awards in London.
The ad promoting Vilnius, Lithuania’s capital, raised eyebrows for its raunchy concept, which has obviously been successful, increasing tourism to the region by 12.5 per cent.
The print campaign features a ‘euphoric’ young woman laying on a satin sheet displaying a map of Europe, grasping at where Vilnius is located. The print and billboard campaign is supported by a series of short videos featuring orgasmic tourists transfixed by famous Vilnius landmarks.
Inga Romanovskienè, director of Go Vilnius, the tourist board, told CNN that the campaign was “sensitive to the different ways the campaign could be perceived … it was by no means intended to cause offense.”
“It was specifically directed at a millennial audience, and while the language is suggestive, it was important for us to ensure the imagery used is not explicit.”
“The messaging was not aimed to be taken directly,” she added.
Refreshingly, she did not share critics’ concerns that the campaign would offend older travellers.
“It was particularly popular with the 18–35 millennial audience, [but] the campaign was about humour and ability to not take yourself too seriously, and I think these characteristics are especially appreciated by educated and older people,” she said. “I don’t think it could have a negative impact.
“I believe the engaging message helped capture the attention of the consumers, then drive them to find out more about what the capital has to offer from its cultural heritage, festivals and events, and beautiful natural spaces in the middle of the city.”
“Sometimes bold ideas attract more attention. We are open to bold and creative ideas, and we also know what it takes to stand by a bold idea or a non-traditional way to market the destination.”
Vilnius regularly makes European lists of best underrated or budget destinations.
Would this campaign ‘get you there’ soon?
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