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2016-10-23 Back to list

Lithuania: ‘Real is Beautiful’

'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.'

What’s Lithuania? What’s the country all about? What is unique about Lithuania? Questions like that have been asked numerous times, and there were no certain answers. Untill now. Lithuanian State Department of Tourism have teamed up with New!, our country’s leading creative agency, to present a new message to the world. A message with no make up, sincere and unvarnished. Listen up: ‘Lithuania. Real is Beautiful’.

14706750 1264318393646218 5354053480562898744 oHere’s a quote from the official presentation of the new tourism brand: ‘The intensive white noise of tourism communication will not spare those who talk like everyone else. We need to stand out and be different. And our message is inspired by the point of view that we can share. This point of view will determine how we are seen, what can be experienced in Lithuania or expected from us. This will be our emotional selling proposition.

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.

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.'

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A short video presenting some of the possibilities of the new brand is out there, too. Click, click!

The official Lithuanian tourism site can be found here. When planning your trip, do remember Kaunas is very conveniently located in the very centre of the country.

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