Vilnius, already known for tongue-in-cheek campaigns that positioned the city as the ‘G-spot of Europe’ has done it again. When the headlines broke that Meta and Twitter were laying off huge swathes of their staff, Go Vilnius launched an opportunistic, guerilla marketing campaign to tempt people into moving to the city. With the campaign winning Best Communication Strategy – Economic Development at the CNP Awards this year, we sat down with Pija Ona Indriūnaitė, Head of Marketing for Go Vilnius, to discover what inspired the strategy and what it means for the future of Vilnius as a Tech Hub.

 

Congratulations on your win at the City Nation Place Awards! How did you land on your strategy of ‘newsjacking’ global stories and guerilla marketing to respond to the mass layoffs at Meta and Twitter?

We have used newsjacking for some time now, especially in tourism marketing. For destinations, it can be difficult to reach a target audience that is far, far away. Why would people minding their business in London care about events taking place in Vilnius? So newsjacking allows us to join the communication and discussion on topics that are interesting to the target audience. Instead of competing with news and topics that are organically interesting to the media and community, we have decided to use them for our benefit instead.

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