To establish Vilnius as a leading European city break destination with audiences in the UK and Ireland. We focused on culture, gastronomy and numerous other key themes to drive brand awareness, while also supporting with the wider 'Expectation vs Reality' campaign.

AM+A designed and implemented a tailored PR campaign focused on gaining top-tier media exposure and enhancing Vilnius' visibility as a leading European destination.

By organising exclusive press tours, engaging in direct media outreach and responding to key sector trends, we successfully showcased the city’s unique attractions and strengthened its appeal to international travellers.

Key tactics included:

Press releases - issuing timely releases to our media databases based on newsworthy announcements and new tourism business launches.

Key subjects included:

- MICHELIN launch first guide to Lithuania
- Pink Soup Festival / As Young As Vilnius Festival
- Concert to mark 35 years since The Baltic Way
- Launch of new sensory walking tour
- Opening of the new Jewish Museum

Round ups - distributing monthly round ups with emphasis on key trends such as multi-generational travel, how to avoid over-tourism and top cultural festivals and events

Press trips - Recruiting top tier media to visit Vilnius, working closely with the tourism board team to plan unique itineraries that would showcase the best of the destination

Expectation vs Reality campaign support - supporting Vilnius' latest creative campaign by planning and delivering campaign-themed gift boxes to key editors and journalists across the UK. This was supported by a campaign-specific press release and further press office comms support

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A total of 49 items of coverage to date (Jan-Oct 2024), with a combined total reach of 757,268,899

9 press trips organised for leading media outlets in the UK and Ireland
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Key coverage has included:

Daily Telegraph - Why Riga and Vilnius are the perfect city-break pair
The Guardian - My Rail Odyssey to the Baltics
i News - Vilnius city guide: What to see and do in Lithuania’s pocket-sized capital
Daily Express - Pretty 'hidden gem' European city with one strange food festival
Time Out - This European capital was just awarded its first ever Michelin stars
Forbes - A Great Value Luxury Break In Vilnius, Now With Michelin-Star Dining
Evening Standard - Wet and wild: the secret European swim spots to know this summer
National Geographic Traveller Food - A taste of Vilnius (print)

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