Lithuania and Vilnius once again achieved worldwide recognition for their tourism marketing campaigns. The tourism promoting video "Lithuania. Discover colors you never knew existed" was announced as a winner in the countries category at the prestigious tourism film festival, CIFFT Circuit 2021. Likewise, a tourism video about Lithuania's capital—"Vilnius: amazing wherever you think it is"—won among world cities.
Since the year 1989, the CIFFT Circuit annually honors the most creative and innovative tourism videos in different categories: country, city, region, tourism services, and products. This year, 3300 participants from more than 90 countries took part in 13 intermediate Tourism Film Festivals. The best entries are selected by the expert committee consisting of professionals in the fields of tourism, audiovisual arts, and marketing.
Lithuania Travel—the country’s national tourism development agency—and the creative agency Wide Wings presented the playful video "Lithuania. Discover colors you never knew existed" in June 2020. CIFFT Circuit selected this video as the winner in the Tourism Destinations Countries category in 2021.
“We are glad that the advertisements promoting Lithuania and its capital Vilnius received such a significant evaluation not only from travellers but also from tourism industry professionals. We hope that this recognition will not only stimulate further creative potential but will also help to achieve our main goal—to inspire people to visit Lithuania,” said Dalius Morkvėnas, General Manager of Lithuania Travel.
The award-winning tourism campaign presents Lithuania through a colorful connection with experiences and places that are distinctive to the country. For example, the pink colour resembles its national cold soup dish, šaltibarščiai, serving as an addition to the Super Secret Institute of Colours collection along with baltic blue, deep forest green, amber yellow, Vilnius rooftop red, and others.
A video for the campaign “Vilnius: amazing wherever you think it is”, released in February 2020, was recognized by the CIFFT Circuit as the world’s best in the category of Tourism Destinations Cities. The campaign video, created by GO Vilnius, the official tourism and business development agency of Lithuania’s capital, and the creative agency Bechtle and Milzarajs, also won three Grand Prix titles this year in Tourfilm Riga, Amorgos Film, and International Tourism Film festivals. It was placed first in nine other International Tourism Film Festivals.
The cheeky video campaign’s idea is based on the statistics that less than 5% of Western Europeans know where the capital of Lithuania is. In the video, people on the streets of Berlin are asked if they know where Vilnius is. Based on the responses, the Lithuanian capital is placed anywhere but its actual location, from the Americas to Africa.
"I believe that the success of our advertising was programmed by the sincerity and openness of Vilnius and that we are able to look at ourselves with humor,” said Inga Romanovskienė, Director at Go Vilnius.
According to the country’s tourism representatives, just as the two award-winning videos have shown, Lithuania and its capital Vilnius will continue representing themselves in a humorous way, boldly playing on the stereotypes—a practice that has been successfully gaining recognition in the international tourism industry.