Vilnius 700

Client: Go Vilnius
Year: 2023
Services:
- Integrated communication

About the project

In 2023, Vilnius celebrated its 700th anniversary, a milestone that presented a unique opportunity to inspire pride among locals, elevate Vilnius’ global profile, and position the city as a cultural and tourist hub. However, in 2021, awareness of the upcoming anniversary was limited, with only 29% of Vilnius residents and 15% of Lithuanians aware of the event.

Go Vilnius launched a three-year campaign, Vilnius: 700 Years Young, to unite and engage stakeholders across public and private sectors. The program brought together education, culture, business, and diverse communities to co-create and participate in the celebration.

The communication strategy targeted both local and international audiences. Locally, press releases, social media campaigns, and collaborations with over 1,000 organizations, including schools and cultural institutions, helped create and share content for the anniversary. Internationally, Go Vilnius organized 58 journalist visits from key markets, leading to coverage in major publications such as CNN, The New York Times, and National Geographic Traveller. Digital advertising focused on priority markets, including Latvia, Poland, Germany, and the UK, while outdoor and TV advertisements reinforced the campaign’s message.

The results were overwhelmingly positive. By 2023, 96% of Vilnius residents and 78% of Lithuanians were aware of and engaged with the jubilee. Internationally, 355 articles were published, reaching an audience of over 1.4 billion. Vilnius was highlighted as a must-visit destination by leading global media outlets. Locally, the campaign achieved 598 mentions in Lithuanian media, and national pride was fostered through celebratory events like Vilnius 700: Time Portal, the country's largest festival, Young as Vilnius, and the mystery show Vilnius Dream. The latter toured various Lithuanian cities, inviting residents to join in celebrating the capital's jubilee.

Integrity PR led the communication efforts for the 700th-anniversary celebration in Lithuania, contributing to the campaign's success over three years.