The State Department of Tourism introduces a new concept for the tourism brand of Lithuania. “Lithuania. Real is beautiful” – this slogan has been chosen as the main focus of state tourism marketing.
“The logo “Lithuania is a brave country” has been used for almost a decade in tourism marketing. However, its image does not focus on tourism and it does not reveal the exclusivity of Lithuania as a tourist destination. The design of a new tourism brand required completely different tasks – to introduce the heritage of Lithuanian nature and culture, to represent our country and differentiate it from other tourist destinations, to invite to visit Lithuania and promise unforgettable experience there. It is also very important to emphasize that the tourism brand of Lithuania is not the brand of the country and we want to stay away from all possible speculations on the issue of the image strategy of the whole country”, - notices the head of the State Department of Tourism Jurgita Kazlauskienė.
The axis of the visual representation of the tourism brand of Lithuania is a postage stamp. The logo is designed by the use of lively, dynamic typeface, which associates with growing tree branches and a pastel mint symbol of the postage stamp. Complementary signs have been created as well, which together with the logo help to deliver a more accurate message (for instance, “Meet people”, “Taste Food”, “Stay Active”, “See Nature, “Explore culture”). The production of presentable souvenir line, the development of a new design of communication tools and marketing tools of the same style are based on the image of a new logo.
The concept of the tourism brand of Lithuania has been developed in cooperation with the advertising agency „New!“. The following items have been created as well:
- logo (graphic symbol);
- brand book;
- English slogan for foreign markets, which complements a newly designed logo and is easily employed into the communication of the priority markets of inbound tourism;
- Lithuanian slogan designed for the promotion of local tourism;
- Marketing tools of the same style.
“To get a picky traveler interested in visiting a small Northern European country that doesn’t boast spectacular wonders of nature or architectural miracles and is doomed with a hard to pronounce English name is an incredibly tough task. Not to forget, it still lacks direct flights from major cities and of which most of the world’s citizens know next to nothing. The intensive white noise of tourism communication will not spare those who talk like everyone else. We need to stand out and be different.
We value real things. From the food we eat (hardcore believers of naturally grown food) to the enviable part that nature takes up in our landscape (nature is where one can meet all of the Lithuanians during weekends or in the summertime). From the realness of people (we keep our word, we despise pretentiousness) to the realness in the streets (unpolished architecture). From the real culture that we value (famous theatre, overwhelmingly popular world cinema, booming music festivals) to the real, earnest hospitality.
We have a message to the world: real things are beautiful to us. Real is beautiful. When you want to get away from fake smiles, concrete jungle, industrial madness, plastic architecture or conveyor belt of tourism, visiting Lithuania is a great decision. Lithuania is the place where real things are valued. Even if they are a bit off or imperfect. We’re proud of our imperfections. In other words, we see the beauty in them. This is our new tourism communication. Unvarnished, with no make up, sincere, real. Lithuania. Real is beautiful” - a creative idea is presented by the creative director of the advertising agency “New!” Tomas Ramanauskas.
The development of the tourism brand of Lithuania was based on the discussions in a working group, the results of the surveys of foreign tourists and other research evaluating Lithuania as tourism country.
A new tourism brand of Lithuania and slogans have been already introduced to and together with the developed style of communicative tools used in tourism marketing.