Could you point out Lithuania on a map? If you're having trouble, a new campaign for Lithuania's capital city, Vilnius, is turning up the heat
In a new adverts launching tomorrow, Vilnius is referring to itself as the “G-spot of Europe.”
Playing off the idea of a G-spot — the mythically hard-to-find spot on the female body known to induce intense sexual pleasure— this new campaign aims to present the city as a travel destination for millennials and more.
Inga Romanovskienė, Director of Go Vilnius, the Vilnius Tourism and Business Development Agency, said in a press release yesterday, “When it comes to attracting the modern tourist we’re dealing with a very high level of competition with other European cities and countries investing heavily in destination marketing. The young creatives who came up with ‘Vilnius; the G-spot of Europe’ presented an extremely engaging idea to drive interest in the city.”
But the multimedia campaign, targeted toward UK and German markets, is launching just a month before Pope Francis’ tour of the Baltic countries.
Some Lithuanian priests “expressed concerns that the ad used ‘women’s sexuality for advertising’ and gave ‘wrong ideas’ about Vilnius,” in addition to previously requesting the campaign be postponed until after Pope Francis’ visit, according to the Associated Press.
Jurgis Ramanauskas, one of the student creators of the campaign, said in the press release, “Few people know where Vilnius really is, but when they arrive they fall in love with the city. This insight came from our conversations with international visitors, and we formulated the idea that Vilnius is synonymous with the G-spot theory — nobody knows where it is, but, when it is discovered, everyone is very pleased!”
While it’s unclear how this will play into the impending papal visit, Lithuanian Prime Minister Saulius Skvernelis said to Lithuanian public broadcaster LRT on Tuesday, “I think it’s a strange advertising choice, but I believe it does not cross the line in a democratic country.”
To experience the new campaign, visit www.vilniusgspot.com or #vilniusgspot.