RECHARGE IN VILNIUS POSTCARD by Not Perfect | Y&R Vilnius for VILNIUS AIRPORT

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RECHARGE IN VILNIUS POSTCARD

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Industry Transport, travel & tourism, Airports, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Lithuania
Agency Not Perfect | Y&R Vilnius
Released October 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: VILNIUS INTERNATIONAL AIRPORT
Product/Service: TOURISM CAMPAIGN
Agency: VILNIUS INTERNATIONAL AIRPORT
Agency: NOT PERFECT Y&R
Media placement: Travel, Tourism And Leisure - - 1 October 2011

Summary of the Campaign
Since 2010 project Recharge in Vilnius was created by Vilnius Airport to attract more incoming visitors to the capital of Lithuania and to increase the demand of direct flights from the airport.

Together with other PR activities, project Recharge In Vilnius encouraged people to visit Lithuania's capital.

One idea was to create a Facebook app for the Vilnius International Airport as a pleasant way to say 'Thank you' to all Vilnius' guests.

The Situation
The 'Real Paper Postcard' app was created in gratitude for all the fans of Vilnius International Airport and the project 'Recharge in Vilnius'. It reminds you what it feels like receiving real paper postcard in the days of digital. There is an option to choose from 3 original postcards – all of them about Vilnius, the capital of Lithuania – and send hand-written greetings, confessions of love or whatever is on the tip of your tongue to every corner in the world.

It was an opportunity to raise the awareness for Vilnius city to those who have never been there. Also, it reminds people about the beautiful city of Vilnius to those who have already been here and maybe would love to come here again.

The Goal
The main aims of the application were to show our thanks to Vilnius and Rechargeinvilnius.com visitors as well as to increase the popularity of the website and the flow of the visitors to it. Postcards is the way we chose to say 'thank you' to everyone who visited Lithuania's capital in 2011, and because of this the number of passengers increased significantly.

The Strategy
Since 2010 project Recharge in Vilnius was created by Vilnius Airport to attract more incoming visitors to the capital of Lithuania and to increase the demand of direct flights from the the airport. The app gained its popularity only by word-of-mouth communication through the social networking site Facebook. The main goal was to spread the Recharge in Vilnius idea so no more extra advertising techniques were used for this aim.

Execution
According to the plan, the campaign period had to be over in 1 month, but we have noticed that it gets a lot of attention and it is proceeding well, so we decided to continue this idea and spread the joy of getting a hand-written postcard.

Documented Results
Every tenth Recharge in Vilnius Facebook fan has used this app. Using this app, hand-written postcards were sent to 60 different countries around the world.
Over the last 2 years, project Recharge in Vilnius helped Vilnius Airport to double direct flights, increase the number of passengers by a quarter, and attract a record high number of new airlines. Since September 2011, Vilnius airport has become one of the fastest growing airports in Europe.