According to the manager of Go Vilnius, the broadcast of the new Vilnius promotional video, filmed using the principle of contrast and intended for the target markets (United Kingdom and Germany), must be stopped. I hope that the mayor of Vilnius, conservative Valdas Benkunskas, will have the competence and courage to make such a decision as soon as possible and not to scatter the citizens' money to the wind... Borat created by Hollywood made Kazakhstan famous. Ask the Kazakhs if they get hordes of tourists and how much it costs them to deny that they have nothing to do with Borat's framed image. It is strange that Vilnius reminds someone of Kazakhstan or some of the videos that are full of the Internet about the peculiarities of Russian life.
This Vilnius promotional video is unprofessional and amateurish, showing the complete incompetence of the client and performers.
Tourism is a large part of the economy of many states and cities, generating income for small and medium-sized businesses, filling airplanes, driving real estate development as construction hotels and convention centers that create thousands of jobs, fill museums and concert halls. And the state and city budgets receive taxes that help to maintain the infrastructure well and buy back the damage created by the flows of mass cheap tourism (destruction of infrastructure, noise and traffic jams, increase in crime, etc.). It is an element of the tourism industry.
And in the 1100st century, when there are all the possibilities of targeted marketing, modern cities do not do advertising just for themselves, in order to increase awareness and wait for any kind of tourist traffic. The largest incomes for city economies are generated primarily by conference tourism (an average of 400 euros per day), followed by cultural, recreational and educational tourism (about XNUMX euros per day), followed by events such as various sports championships, marathons, particularly attractive veteran sports championships, fairs or exhibitions. This is the new "contrast" video of Vilnius, which tourist audience does it claim? Maybe the customer would answer?
None of the targeted and desirable tourism audiences need such "advertisements", because professional city representatives work directly with the organizers of such events, hunting for conferences and events that cities want to attract. And for that, they run direct advertising, which is cheaper and more effective. In autumn of last year, the well-known and influential German publication "FrankfurterAllgemeine" (author Jan Brachman) wrote an unreal article, an assessment of classical music and performers in Europe, which was even called "Lithuania". In the article, the author reminds us that Lithuania is not only the geographical center of Europe, but now also the epicenter of the highest quality music, which Western countries that consider themselves as the center should hear and respond to. After such compliments The Ministry of Culture and the marketers of the city of Vilnius had to immediately act purposefully in order to attract such tourist flows. And we show ourselves, and the concert halls are full, planes, hotels and so on restaurants. And where are the missed opportunities, such as the Venice Lute Award for the contemporary opera "Sun and Sea" or the traditional ones that do not receive advertising in international markets events, such as ArtVilnius fair, jazz, Vilnius and Gaida festivals. In this way, a long-term and economically sustainable tourism strategy is formed, which is the complete opposite of mass cheap tourism, which is driven by cheap beer and cheap entertainment. And the result is bruised walls and fatigue police and emergency physicians.
Well, a few words about the "promotional clip of Vilnius" itself. Any experienced video ad filmmaker will tell you that even with the "contrast" principle, it cannot occupy two-thirds of the entire clip's time. Not to mention that the last part of the clip is just boring and banal. And anyway, Vilnius was never the same, even during the Soviet era, as it is tried to show to the world and target audiences. I ask again which ones? For visitors to Alubarii? For truck drivers who already know Lithuania very well?
