I collaborated with GO VILNIUS - a tourism institution dedicated to promoting the capital of Lithuania - to create a campaign to show off Vilnius at World Travel Market 2019, the biggest annual tourism exhibition that takes place in London.
Vilnius (or Lithuania for that matter) is still not that well known worldwide, because for years it has been promoted with castles (there are barely any) and boiled potato dumplings (rarely eaten by Lithuanians), aka all the “traditional” heritage.
I wanted to create a campaign that would represent current Vilnius - where young people are doing exciting things, nature is amazing and tourism still hasn’t ravished the rawness of this place. So I chose to bravely declare Vilnius “The New Cool”, while encouraging visitors to find out more about my home city.
Besides promotional postcards and giveaway lapel pins, I designed a 3m tall inflatable sculpture. The art installation was placed right at the main entrance of the event to catch the attention of 32K WTM visitors, where the volunteers where giving out the cards and directing the traffic towards the Lithuanian stand.