Vilnius Pink soup fest
- Client: Go Vilnius
- Year: 2024
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Services:
- Digital Communication
- Events
- Media Relations
About the project
Šaltibarščiai, known for its vibrant color and cultural significance, is one of Lithuania’s most beloved dishes. However, despite its popularity among locals, it has lacked recognition on a global scale. Go Vilnius took on the challenge of promoting Šaltibarščiai internationally, positioning it as a symbol of Lithuanian gastronomy while fostering pride among the local community.
On June 11, 2023, Go Vilnius launched the inaugural Vilnius Pink Soup Fest, which continued its success into 2024. The event showcased Vilnius’ gastronomic excellence, highlighted the cultural heritage of pink soup, and attracted both local and international audiences. A 10-hour event in central Vilnius featured interactive activities involving chefs, artists, and businesses, engaging visitors of all ages.
The festival area hosted 20 activities, including six for children and young people, 24 food vendors, and 10 other traders. A total of 177 partnerships were established, involving seven major and seven strategic collaborations. Notably, 75 cafés, restaurants, and bars, seven hotels, and 27 establishments participated with activations during the festival.
To enhance visibility in international media, six journalists from target markets such as the UK, Germany, and Latvia were invited. The event’s communication strategy combined traditional press releases, digital advertising across platforms like Facebook and Google, and traditional advertising on public transport, outdoor screens, and billboards.
Social media and partnerships with opinion leaders played a critical role in amplifying the event's reach. The festival emphasized visual appeal and shareable content on social networks.
The campaign effectively reinforced Vilnius' image as a gastronomic hub and elevated Lithuanian culture's international profile. The first festival garnered 118 mentions in Lithuanian media and over 70 articles internationally, reaching 338 million readers. The Facebook campaign alone reached 1.1 million people, including 242,000 in Latvia and Poland. Participants and partners created over 600 social media posts during the festival. The festival’s continuation in 2024 further amplified these results.
In 2024, the festival reached an audience of 431 million and received 259 mentions in the press, online media, TV, and radio. A total of 108 articles appeared in major outlets, including MSN, Naver (South Korea), wp.pl, Reuters, Detik (Indonesia), The Sun, Daily Express (UK), Die Welt (Germany), Gazeta.pl, and Mixnews (Latvia). Additionally, 151 radio and television reports were broadcast, with significant coverage from local networks in the USA and Canada. In Poland, coverage included a story about the Vilnius-Lublin shared pink soup table connected by the Portal installation, reaching an audience of 86 million. In Latvia, reports featured the donation of 1,000 servings of Šaltibarščiai to passengers on the Riga-Vilnius bus, reaching 9 million people.
In Lithuania, the campaign began in March, peaking in May and early June, with 71 news items generating an audience reach of 40 million. Social networks in Lithuania delivered 99,500 clicks and 14.1 million impressions. In Latvia, the campaign achieved 79,200 clicks and 8.5 million impressions, while in Poland, it resulted in 234,400 clicks and 15.4 million impressions.
Integrity PR oversaw the event’s communication in Lithuania.
