Published on : Tuesday, February 14, 2017
Tourism is a vital contributor to a country’s economy and deciding factor for a country’s image. Tourism campaigns make or break a country’s image, and Lithuania’s tourism campaign is ridiculous to say the least! The country boasts of stunning Baltic coastline, lovely woodlands and exciting cities rich with culture. But in spite of all these, Lithuania’s state tourism agency resorted to the worst possible approach of promoting the country as a tourism destination – by using images of other countries. It was indeed a weird move. Head of the State Tourism Department, Jurgita Kazlauskiene, resigned on Friday after local media blasted the agency for the campaign, which used stock images from Nordic and eastern European countries. The slogan for this peculiar campaign is “Real is Beautiful.’ The $193,000 campaign was met with ridicule when it launched in October. The Lithuanian campaign now joins the league of other tourism marketing campaigns that backfired in bizarre way.