Vilnius, the capital of Lithuania, is launching a new campaign that is making fun of its own obscurity among travel destinations globally. The campaign, called “Vilnius: Amazing Wherever You Think It Is,” follows the tradition of the award-winning “Vilnius – the G-spot of Europe” campaign, which claimed that “nobody knows where it is, but when you find it – it’s amazing.”
The idea to use the city’s obscurity as a tool to draw more tourists is also backed by data. According to the 2019 study, done by Go Vilnius, the official development agency of the city which initiated the campaign, only 5% of Brits, 3% of Germans, and 6% of Israelis know more than the name and the approximate location of Vilnius.
