VILNIUS LOGIC: What Makes Vilnius “Vilnius”?

VILNIUS LOGIC: What makes Vilnius “Vilnius”?

VILNIUS LOCAL ACTION PLAN IN THE FRAME OF URBACT-CITYLOGO

Introduction...... 5 Foreword by Mayor Arturas Zuokas...... 7 Executive Summary...... 8 Analysis of opportunities The Vilnius story...... 10 Vilnius Logic and logo: vision and goals...... 12 Local Support Group involvement...... 14

Local Stakeholder involvement...... 16 Tourism, culture, NGO and youth stakeholders...... 17 Business stakeholders...... 20 Hospitality services and convention stakeholders . . . . 23 AirLituanica stakeholders...... 25

Conclusions...... 26

Recommendations...... 28 Filmfriendly Vilnius...... 28 Smart Vilnus...... 29 Eco-friendly Vilnius ...... 30 City breaks...... 31

Added value of Urbact CityLogo Program...... 34 INTRODUCTION

Vilnius is the capital of Lithuania and the geographic center of Europe. It is a unique blend of old and new, traditional and cutting edge. With a population of just over half a million, its scale is refreshingly human. The vibrant and diverse city of Vilnius stands at a juncture of three cultures: Central, Northern, and Eastern Europe. It is a city unlike any other in its magical charm. It also has an element of quirkiness that makes it an unusual and fun destination. That particular quirkiness does, however, have a certain and unique logic that can be felt throughout. Vilnius has a proud history, a sound economy and a vibrant cultural life. Few other Euro- pean capitals combine urban sophistication with tradition as charmingly and seamles- sly as Vilnius. It has one of the fastest internet speeds in the world and ranks third in Wi-Fi accessibility in public spaces. Little wonder, then, that Vilnius is attracting more and more tourists, especially eco and gastronomic, business travelers and conference attendees every year.

Lying at the crossroads of East and West, Vilnius is never more than three hours away from any destination by air. Its airport is less than 15 minutes away from the city center. The railway and bus stations are centrally located with fast and efficient public transportation or taxi connections to the main areas of the city and hotels. A recent study showed that tourists appreciate Vilnius as a green, clean, and tidy city, especially the beautiful Old Town and cultural heritage. They have identified the main advantages of Vilnius as the city’s cultural heritage, environment, people, good emo- tional city atmosphere, and a developed infrastructure for accommodation and food establishments, and most of them were satisfied with their visits. There are a large variety of cultural performances and events and enough activities for a city break or weekend excursion. Vilnius is like an open book with vivid illustrations of the history of Europe through its varied architecture. The Old Town of Vilnius is among the largest in Eastern and Central Europe and is a UNESCO world heritage site. The Lithuanian capital is the largest baroque city in Northern and Eastern Europe. The labyrinthine streets of Old Town, its sleek business district and elegant center all stand side by side in harmony. There are many large open squares and parks as well as suburban areas with historical wooden houses. Almost half of Vilnius is covered in open green spaces. The city boasts some of the cle- anest air and the purest drinking water in Europe. There is a well-developed system of cycle lanes that is complemented by a network of bright orange bicycle rental stands found at many locations throughout the city. Vilnius’ parks and gardens provide a pleasant respite from the pace of the city and are a perfect destination for eco-tourists. Everyone appreciates the good quality of life in Vilnius. Most residents rate Vilnius positively and introduce their city to foreign guests as a green and cozy city with an authen- tic Old Town. It could therefore be concluded that Vilnius is uniquely green, clean, tidy, comfortable, modern, lively and active. Vilnius is a city of friendly people with a good atmosphere. A recent study showed that the natural resources and events in Vilnius mean it’s a green and active city with sports-oriented residents. The Lithuanian capital is well known for its wide variety of high quality events. The most popular are Casimir’s Fair, the Street Music Fair, the Vilnius Festival series, New Baltic Dance, Baltic Contemporary Art Triennial, the international Skamba Skamba Kankliai 4 5 folklore festival, the international Sirenos theatre festival, Vilnius Jazz, other international professional art and folklore festivals, Capital Days, the international ArtVilnius Foreword by Mayor contemporary art fair, the Kristupas Summer Festival, and the Piano.lt Summer Festival. These events need to be integrated into the new city logo program. Arturas Zuokas There are many opportunities for Vilnius to succeed in attracting more visitors. It has a very highly developed IT axis on which to position itself for attractiveness as a Smart Thanks to CityLogo and URBACT, we have this wonderful opportunity to share with you City to not only the business traveler, but also to the short term tourist. our strategy and actions on how to best promote Vilnius. We can only achieve this by working together. All of us are a part of the process and we are depending on your There are conference venues in Vilnius for over a thousand participants and the annual enthusiasm, support and active involvement. Everyone is important: each person, insti- CONVENE exhibition that attracts buyers from around Europe has become a popular tution, association, business and stakeholder. venue that can be utilized in further strengthening Vilnius’ image and new logo. Vilnius, the capital of Lithuania, is a green city with an area that is four times larger than Another type of tourist that Vilnius is interested in is the foreign filmmaker. Lithuania Paris and is twice the size of Milan. Its Old Town exudes a baroque style and has been introduced a 20% rebate in 2013 in order to specifically attract foreign filmmakers. With designated a UNESCO World Heritage site. Lennon has replaced Lenin here, we have the a highly professional film industry, albeit even lacking a strong infrastructure, Vilnius is best quality tap water in Europe and CNN says that Vilnius is one of the next generation now positioned as a cinema-friendly city. smart cities. And those are only a few highlights. Vilnius also continues to strongly attract through its variety of cultural venues and Our aim is to strengthen Vilnius’ identity and to make the city more attractive by dra- events. The Bohemian Užupis Republic, the Frank Zappa monument, the “I LOVE YOU” wing people’s attention to our unique, distinctive and interesting features – the type of note made of annual flowers on the Neris embankment, etc. all show creativity and things that make Vilnius cool, you might say. Those are the things make up Vilnius Logic. once again stress the quirky “logic” of Vilnius that has been identified as its strong point. Vilnius Logic is what makes Vilnius Vilnius. Vilnius Logic defines Vilnius itself – its histo- This cultural sector of stakeholders in particular needs to be brought on board. ry, its people, its culture, its geography, its customs, its art and architecture, its nightlife, Further, gastronomic tourism is fast becoming a new trend worldwide. Vilnius has star- food, everything, the totality of the city. ted to develop in this particular direction and sees a great potential in moving forward CityLogo was a superb platform to share ideas, work together and to position our cities via great food, interesting desserts, food tasting weeks, etc. better on the world’s map. It was a wonderful opportunity to learn from each other and Vilnius and Lithuania have received exceptional attention lately as a top tourist desti- to plan our future actions. The main aim of this plan was to identify what is most positi- nation. Among the most recent have been ranked number 3 in Lonely Planet’s Best in ve about Vilnius and to make it stronger, louder, brighter, better. And, I am very thankful Travel 2015. CNN’s report: Small but Lively Lithuania has Taken the Plunge and Adopted that my team from Vilnius with Ms. Irma Juskenaite as its head was able to contribute the Euro noted that, “Now the country is a vibrant mix of east and west Europe”, For- towards our joint success. bes also included Lithuania as one of the Top 3 Top Travel Destinations for 2015. The You will find here not only the strategy, but also the actions we need to undertake in Telegraph included Vilnius as among the best Christmas markets in Europe. The New order to understand and appreciate Vilnius better. Utilizing the knowledge that we have York Times included Vilnius in its list of Top Ten “Hip Cities that Think about How They gained through the CitiLogo program, we have been able to choose those programs Work…The city attracts young professionals who see in Vilnius a rising star in business that have already been started and to integrate Vilnius Logic into them (Gastronomic and appreciate all that the extensive cultural scene in the little capital has to offer.” Vilnius, Conference Vilnius, Vilnius Events, Business Vilnius, etc.) and we are ready to It is the intention of this particular Local Action Plan to pull all of these various elements implement many more. We couldn‘t have done it without your help. together and steer them in the direction of a united message for Vilnius through its new city logo. Arturas Zuokas Vilnius Mayor

6 7 However, this plan surely needs to be stepped up. A further hindrance is that the strategy suggested did not have a implementation tactics clearly set out. There were suggested guidelines, but they were extremely general in nature and there were a number of missing components, the most notable among them being the involvement of local stakeholders without whom any type of positive movement forward and spreading a cohesive message that would exemplify the essence of Vilnius is simply not possible. There was no doubt that Vilnius needed a new city logo as well as branding and marketing program. However, Vilnius needed an image that reflected the city while meeting the needs of different target groups and stakeholders: residents, leisure tourists, eco-tourists, business tourists, conference attendees, foreign filmmakers and investors. This particular element was identified most clearly in meetings with CityLogo experts and colleagues from other cities involved in the CityLogo project. The need for local stakeholder involvement in Vilnius became a top priority. Their involvement would allow the inclusion of those local as well as national Lithuanian institutions, groups and non- profit organizations that would help to solidify and carry through the new Vilnius logo into wider public consciousness both at home and abroad.

During the course of the competition for a new city logo and branding policy, four analyses were conducted:

(1) A situational analysis of the city’s image (quantitative and qualitative) to determine the views and attitudes of different target and stakeholder groups (residents, entrepreneurs, tourists, and investors) and markets (city, state, and foreign markets). (2) An analysis of research and studies previously conducted in Lithuania and abroad that related to the image of Lithuania and Vilnius (3) An opportunity analysis for the positioning of Vilnius (conference tourism city, cinema-friendly city, smart city, and creative city) (4) An analysis including all target consumer groups that was required for the situational EXECUTIVE SUMMARY analysis.

Numerous attempts have been made through the years to develop a coherent and in- In total, these four analyses revealed the existing image in 2014 of Vilnius for residents, novative national marketing policy for Lithuania as well as a city branding policy for the tourists, entrepreneurs, and investors and recommended that Vilnius move ahead uti- capital of Lithuania, Vilnius. All approaches were done separately with no strong and lizing the idea of Vilnius Logik as the pivotal axis on which to base its communication, vibrant message. Since Vilnius is the primary point of interest for visitors both from marketing and branding policy. A specific logo was developed for the city of Vilnius he- abroad and from Lithuania itself, it has become critical that Vilnius would have a clear ralding its historic past combined with a new and sleek interpretation. message, a strong brand and a memorable logo that is identified not only with the capital of Lithuania and can be used locally, but that can be further used nationally and However, as noted earlier, there were no extensive specific tactics mentioned, nor any internationally. One of the most important elements in developing a clear plan has to type of budget projected for the implementation of the new branding and logo policies. be a city logo for Vilnius that can be a unifying symbol for all. As of 2014, none of the plans presented by the national government and the municipality of Vilnius had been deemed to have been successful. In 2014, Vilnius held an The Local Action Plan developed by Vilnius after participating in the CityLogo project international competition with the goal of once again trying to address the issue and to has enabled Vilnius to engage a wide spectrum of local and national stakeholders with have a new branding policy as well as a fresh logo. The winner of the competition pre- the express purpose of making the new city logo not only acceptable to all, but to create sented an analysis of the current situation and through focus groups and polling as well enthusiasm for using it to place Vilnius on the world’s map of exciting, clearly interes- as subjective and objective input presented a strategy that seemed to be acceptable. ting and bright new destinations. To date, the new Vilnius city logo has not yet been widely presented. It was first introduced by Mayor Zuokas at a press conference in 2014 together with winners of the Eurovision contest from Lithuania. Since the main message during the press conference was about the winner from Lithuania who would be performing at Eurovision in 2014, the new logo itself was just a part of the message. This particular soft-sell tactic has continued with the logo being introduced quite slowly at various venues in Vilnius. 8 9 entering the castle, just looking around, 360°: the brick castle built by Grand Duke Vy- tautas, the Vilnius Palace of Concerts and Sports, the TV Tower, the Hill of Three Cros- ses, King Mindaugas Bridge, the Cathedral and Palace of the Grand Dukes of Lithuania, endless churches, and more. Moving downward and southward though the city we pass by St. Anne’s church, possibly the most interesting and certainly the cutest, with its Na- poleonic and other stories. Passing through Užupis you get a look at the angel on your way back across the Vilnelė River before moving back upward, though still southward. Let’s end at another historic spot that offers an outstanding view, the Vilnius Barbican. From this defensive wall the view is almost as picturesque as that from the upper castle where we began. Speaking of picturesque, I don’t suppose you could guess how many trees we saw along the way? The answer is nearly two million. Vilnius is a huge city and forests cover 40% of its territory. But what’s really surprising for tourists is that the forest pervades the city center, even the Old Town. Yes, most of the millions of trees are seen from the start and end of our walk, atop Gediminas Castle and the old Vilnius defensive wall, but there are plenty in between. Immediately upon descending the Gediminas hill you enter the Youth Park, not only full of trees but with great benches made of thick fallen tree trunks masterfully carved for your comfort. Before stopping at St. Anne’s church you can walk through the Bernar- dinai Garden. After a quick pop out to the street you’re back to nature in Užupis, then up to the defensive wall to overlook the rest of the trees numbering millions in Vilnius. That’s greenery galore. Užupis is a great stop, a prime example of the interesting modern things that make Vilnius such an interesting capital city. Upon entering you see a sign designating this mi- cro-urban area as its own republic. Indeed, they declared independence from Lithuania in 1997 and now have their own flag, currency, president, cabinet of ministers, consti- tution, anthem, and an army of about 11 men. A minute’s walk will take you into another secluded forest grove in Tibet square with only one building in site, the Marius Abramavičius Neboisia Gallery, a place known for accommodating your artists who would rather follow their hearts, and their arts, than get a job—they band together in Užupis doing their thing and making this part of the city beautiful and strange. All you can ever expect there is the unexpected. The deliciousness of Vilnius comes down to one question: what do you want? On your ANALYSIS OF OPPORTUNITIES way from the castle to the defensive wall, meandering through Užupis and the area around the old Town Hall, you probably walked by it. You walked by dozens of restaurants, THE VILNIUS STORY including traditional cuisine, steak houses, gourmet burger joints, raw food, French, Italian, Chinese, Japanese, German, Ukrainian, and others, as well as several craft beer When most visitors to the capital think Vilnius they’re really just thinking about the shops, an industry whose quantity and quality have exploded in recent years. The va- Old Town. Why not? Old Town’s got it all: history/culture, greenery galore, interesting riety of fantastic food and beer is immense, so you would have to be pretty picky to be modern stuff, and delicious local food and drinks. The Local Action Plan discusses the left hungry. entire city, of course, but a perfect summary of the greatness of the capital is but a ten minute walk. A stroll through Old Town. The stroll doesn’t have to take ten minutes—it would only be so brief if you didn’t look at anything at all, but you do, don’t you? The walk could take ten hours or more before you ran out of things to see and hear about. If you wanted make history/culture the backbone of your stroll nothing could be easier. Let’s begin at the highest point of elevation, a spot with a vantage point of the entire capital, Gediminas castle. An hour or more could be spent here alone without even

10 11 The fundamental target groups are fore- VILNIUS LOGIC AND LOGO: ign tourists, businessmen, and residents. They all have their own needs and expec- VISION AND GOALS tation, but they do all have one thing in common that they want in Vilnius: a Fresh City Experience. A new Vilnius city branding program and logo were approved by the Vilnius City Council in 2014 and centered around the concept and words Vilnius Logic. Foreign tourists are in for a number of surprises, from a city exploding with history to The Lukrecija BBDO firm prepared the concept and new logo. They stated that: a modern and romantic scenario around “The Vilnius Logic concept asserts that Vilnius has its own specific logic of life and existen- every corner, and western European quality ce: different, unexpected and even opposing elements are attributes of Vilnius. It has a for Eastern European prices. And…forests in balanced equilibrium (for example, urban and nature, historical and contemporary, bu- the middle of the city. Where the West Be- siness and culture, wine and beer in the same bar). Vilnius is unexpected and there are gins: Vilnius Logic many paradoxes that are difficult to reconcile at times: things can be illogical. However, Businessmen are also in for a number of these different expressions create the charm and distinction of the city, drawing people surprises, including classy offices and hotels, quick public and private transportation, to visit and return again and again. and an endless choice of relaxation activities and formal edifying events. And…forests A new Vilnius brand was also created: a logo and visual style. The basis of the Vilnius brand in the middle of the city. Complex Simplicity: Vilnius Logic. (logo) is an outline of the tower of Gediminas Castle. It is well-known to Lithuanian resi- Residents also can’t know what to expect either, because the city is continually evolving. dents as the symbol of the founding of the capital; it is easily visible and is a recognizable If Vilnius is the best city in Lithuania to get a job and to start a business, it safe to say it’s structure. Historically, the castle was the residence of and Vilnius the city of the rulers of the best city to live. And…forests in the middle of the city. Work & Life: Vilnius Logic.” Lithuania. Castle branding is popular throughout Europe because they symbolize power. If you have a castle it means you run things, nobody can tell you what to do. Vilnius is not There were different elements of branding attached to each element of the new logo i.e. only the capital of Lithuania but the national center of political, economic, and intellec- colors, size, etc. It was and continues to be the goal of the City of Vilnius to have the logo tual power. Red is the color of the old, powerful Vilnius of the Grand Duchy of Lithuania applied and used as widely as possible and to become a symbol of the city used by the pe- and white is the color of lightheartedness, simplicity, and precision. ople who live in Vilnius, but, more importantly, to be identified with Vilnius by tourists and visitors. The suggested branding and logo program had elements of the Fluxus art movement in it because it focused on the creativity of everyday activities that invited people to expect the unexpected. The proposal also had the underlying message that anyone and everyone can participate in Fluxus and share their own type of Logic. One example of art meeting life and capturing the attention not only of the people who live in Vilnius, but a greater mass of tourists was a massive sculpture made out of sand of the Beatles’ John Lennon that was placed onto the exact spot in a central square that had been occupied in Soviet times by a statue of communist Lenin. It was unexpected, it was art, anyone could participate simply by going to the park and enjoying the play on names. Since the branding and new city logo program does not yet have a clear implementation plan, it needs to be refined and its parameters defined as well. The Vilnius City working group invited a wide range of stakeholders to contribute their critical remarks and input as to how to achieve the best results. Also, participants were asked to identify which parts of the programs are the most important ones and have the greatest chance of being widely accepted by the people, businesses, institutions and organizations of Vil- nius themselves. The entire branding program for Vilnius is scheduled to be used and implemented through July 6, 2016.

Source: Lukrecija BBDO

12 13 The groups were asked for their critical remarks and input as to how to achieve the LOCAL SUPPORT GROUP best results. Also, participants were asked to identify which parts of the programs are the more important ones and have the greatest chance of being widely accepted by INVOLVEMENT the people, businesses, institutions and organizations of Vilnius with a possible positive transference to the national level. The entire branding and logo program for Vilnius is It has been clear from the beginning of the CityLogo project that one of the weakest scheduled to be used and implemented through July 6, 2016. links in introducing and communicating the new Vilnius city logo has been the lack of direct interaction and input from various local stakeholders. It is only with their partici- Input was solicited and received from the following stakeholders: pation that the logo can begin to make a difference in how the city is perceived, how it is marketed as a whole, and who is involved. It is especially important for the continuity and presence of story-telling both visually and sub-consciously. Tourism There were nine programs altogether to which the new logo could be applied with different Vilnius City Department of Tourism elements of branding attached to each one i.e. colors, size, etc. It has been the goal of the National Department of Tourism City of Vilnius to have the logo applied and used as widely as possible and to become a sym- Vilnius Tourism Information Center bol of the city used by the people who live in Vilnius as well as easily recognizable by visitors. Independent Guides The Vilnius City Logo working group was successful in calling together and positively Mayor’s Advisor on Tourism engaging a wide range and number of local as well as national stakeholders who need Mayor’s Advisor on Public Relations to be involved in the process for their professional input in order for the new logo to Mayor’s Advisor on Foreign Relations succeed. Separate as well as combined discussions were held with organizations, institutions, agencies at all levels. Business Since the branding program does not yet have a clear implementation plan, it needed to be refined and its parameters defined as well. Since there was very little knowledge International Chamber of Commerce in Lithuania about the new logo or new branding program, each group of stakeholders was present- Association of Lithuanian Chambers of Commerce, Industry and Crafts ed with the Vilnius Logic proposal as well as the new logo itself. Lithuanian Restaurant and Hotel Association Invest Lithuania A well known and highly respected economist in Lithuania, Ms. Ruta Vainiene, was in- Vilnius City Urban Planning Department vited to moderate the discussions with the goal of finding points of interaction that Vil- Vilnius Investment Department nius could have with both local and national stakeholders in order to further introduce Investors Forum and strenghthen the brand among these various sectors. Enterprise Lithuania Air Lituanica Vilnius Conference Center

Culture and NGOs

Vilnius City Department of Culture Mayor’s Advisor on Culture Vilnius Volunteers for Cultural Night Global Lithuanian Leaders Lithuanian Youth Organizations Council Arts Printing House Vilnius Parks Culture Night Street Music Day

Vilnius Film Office Mayor’s Advisor on Film

14 15 could be used to stress the cleaness and greenness of the city. The stakeholders in this LOCAL STAKEHOLDER particular sector would be willing to stress this factor. Polls conducted by the tourism sector showed that “green” is also associated with re- INVOLVEMENT laxation, lack of stress and an environment that is comfortable to be in. Rio de Janeiro is marketed as a “green” city, however, when the amount of green areas are compared, It is useful in the context of the development of the Local Action Plan to review what Vilnius comes out ahead and this should be stressed. It was agreed that the notion of the various segments and involved stakeholders had to contribute in a general sense “green” should be expanded on and used more widely in marketing the city. towards making the new Vilnius city logo be accepted and work on all levels throughout. There was a natural synergy between some groups e.g. tourism and culture, but less The participants then focused on places where tourists visiting the city of Vilnius could among others. However, all without exception stated that they are ready, willing go to experience the true “green” feeling of the city. The Lukiskiu Square where the Len- non/Lenin sand sculpture had been erected was named as a primary spot to experience of and able to not only embrace the new logo, but to use it to help the city of Vilnius the total meaning of “green” within the boundaries of a living, breathing city. present a unified message. Stakeholders of the cultural sector were also highly supportive of the new logo and Each group was shown a comprehensive presentation the new logo and the new bran- volunteered to include it as the underlying branding concept of “Being in Vilnius is Like ding of Vilnius Logic and asked for input. Living in a Forest” in a major annual cultural event, i.e. Culture Night when Vilnius’ stre- Ms. Vainiene prefaced each discussion by noting that although a logo had been created, ets are flooded with people and museums, galleries and other cultural venues stay open it needs to be utilized in order for it to achieve recognition and success in associating it through the entire night. Also, the newly renovated Bernardine Gardens in the center with a particular place i.e. Vilnius. Just having a logo or symbol is not enough. of Old Town have become a highly popular place to go to and could feature cultural events as well. There are two rivers in Vilnius (the Neris and the Vilnele) where one can The logo needs to be instilled with brightness, energy and life. Ms. Vainiene made the commune with nature and they could be used by artists and performers as unexpected comparison of the new logo to a refrigerator. It may be big and impressive, but if there spaces for exhibitions and performances. There are also parks that have been abando- is no light on inside, you won’t be able to identify the food it contains in order to make a ned and other areas within the city that could be utilized as well for proponing the new great meal. There may be better trademarks and city logos out there, however, this one branding and logo concept. created for Vilnius seems to be on point and its application needs to begin. Youth and global Lithuanian leaders were particularly enthusiastic of the new logo Discussions called together among four groups of major local and national stakeholders and Logic branding concept. They noted that there is now a foundation on which involving a broad and all-encompassing cross-section of all sectors moderated by Ms. to build the city’s narrative and story line. They would be willing to contribute to Vainiene took place in a series of discussions in order to identify what each group could those areas that postivitely juxtapose with the new message, particularly in the contribute towards making the new Vilnius logo a landmark one. cultural sector. Although Vilnius is architecturally an old city, it is young in its thinking and its we- alth of young people – 45% of the residents of Vilnius are younger than 30. It is TOURISM, CULTURE, NGO ND YOUTH STAKEHOLDERS also a new city in that it has not yet been discovered. It is also a bastion of young democracy that could be further expressed, building upon the Lennon/Lenin idea. It was noted by the stakeholders that even in the 13th Century, King Gediminas wrote The first group of high powered influence makers consisted of leaders in the tourism, letters to countries around the world inviting them to come to Lithuania and settle culture, NGO and youth sectors. These groups have a natural synergy based on the new there. It is an open city and that needs to be stressed as well. The new logo with a branding policy currently being further developed by the City of Vilnius. The second castle would send a strong message and it would resonate with their target group. group consisted of leaders and representatives of the business community together An idea/slogan that could be expanded upon would be that Vilnius is “Young With with conference specialists and investment consultants. The third encompassed mem- a Past”. Also, that Vilnius is innovative in its intellectual capabilities and is clearly bers of the working group and the fourth focused on the tourism, business, leisure and different from any other city. transportation sectors combined. Youth leaders also stressed the importance of having a city that is “representative” Leaders in the tourism sector noted that a “green” Vilnius and a “gastronomically” attrac- i.e. that puts its best foot forward in showing off the entire country. Vilnius should tive city were factors that helped to attract tourists. Vilnius is one of the greenest cities in highlight that which the city has that is unique and unavailable elsewhere. Examples Europe and the city of Vilnius itself consists of 36% of forests which can be clearly seen raised were the Jewish heritage of Vilnius that has not yet been explored to its full when approaching Vilnius by plane, but is not as distinct once on the ground. Since there extent. It was known as the “Jerusalem of the North” and was home to the world are so many green places in the city, stressing its “greenness” would be useful. The idea of renowned Talmudic scholar known as “The Great Gaon”. The roots of artists such as “greenness” together with “health” and “clean” should be combined for a logical all-aro- Marc Chagall can be traced to historic Jewish Lithuania. Since the weather in Lithu- und presentation of the new branding idea when incorporating the new logo. ania outside is attractive only 5 months during the year, focus would need to be on indoor activities and events. Vilnius has water that is exceptionally pure and that could be used as a marketing tool together with the new trend towards gastronomic tourism. It is yet another quirky and The conclusions made by these groups made it clear that the branding and logo pro- interesting fact that the water in the fountains of Vilnius is actually drinking water and ject needs to be strengthened – both through information to the various stakeholders

16 17 directly involved as well as to the local and national community at large. The logo needs to become a logo that is desired by all for use during their events, on their lite- BUSINESS STAKEHOLDERS rature, etc. The fact that its use is free needs to be well advertised and made better known which has not been done to date. The issue of using two logos side by side was considered and various solutions were The separate group of Vilnius City Logo important stakeholders consisted of leaders of discussed. Also taken into consideration was the fact that once a logo becomes desi- the business community in Vilnius and Lithuania. rable, it leads to pride. These are emotions that are inspired by the brand as well as The business community stakeholders immediately noted that the new Vilnius city logo the process of branding if it is to be successful. This needs to be done with the new has not yet been widely introduced in the business and investment community. They do Vilnius city logo. see a real need for a logo that reflects and is identified with the city. Their reaction to The use of the word “Logic” was then considered in more depth. The word had been the project was very positive. They easily saw a role for ambassadors within their sector deliberately misspelled by the branding experts (The word for logic in Lithuanian is who could promote Vilnius’ business interests, partners who could jointly endorse the “Logica”. To further confuse matters, “Logic” is the word for logic in German and city and the need for coordination among all. Swedish). It was recommended that this deliberate misspelling of the word “logic” be In general, it was agreed that Vilnius has succeeded in achieving the image of an advan- changed in the branding of Vilnius to Vilnius Logic. ced city as compared to the entire country of Lithuania, which still lacks a coherent, Other word play that could ensue in positioning Vilnius would be: Vilnius has an Old positive image that would attract investments. The strategy that has been prepared for Town that is “alive” and “liveable”; Vilnius is a “big little city”, etc. Vilnius was defined as a highly professional one. Bus and train stations should carry variations of the logo itself, the airport, highways The national government, the Ministry of the Economy and the Ministry of Foreign Af- could have signs “Welcome to the Big Little City.“ A series of t-shirts could be designed fairs have all launched separate branding projects and messages. In contrast, business to complement the other signs. Volunteers at cultural events could wear t-shirts with leaders stated that Vilnius has become a pioneer in this area and the City Logo initiative the new logo on them as well. It was stressed that the logo should signify a high level is to be commended. It is positive to have Vilnius be the “pilot” that will steer the “plane of quality. of Lithuania. The tourism stakeholders have already used the logo in their new campaign to attract visitors to a gastronomic tour of Vilnius. It was suggested that Vilnius could have a unique dessert that could not only be eaten in Vilnius but taken away as well. Youth and NGO stakeholders noted that very often you need to show an ideal versi- on of the city i.e. market a dream. Invest Lithuania has prepared a very good short video that has successfully portrayed the country as an optimal place for foreign investments and could be used as a model for others. Invest Lithuania agreed to share its knowledge and experience in preparing material for the Vilnius logo project. Currently, the greatest number of tourists to Lithuania are from Russia, Belarus, Po- land, Germany, Latvia, the United Kingdom, Italy, Norway and Finland. The attraction of a “green” city was stressed yet again with a possible humorous spin that time spent in Vilnius makes you younger and thinner. The special Vilnius dessert could be the centerpiece of this marketing aspect. The Vilnius City Tourism and Events logo will change at the beginning of 2015 and will be used alongside of the new Vilnius logo. In identifying what would be of primary importance for a city logo to relay in its various programs, stakeholders focused on Vilnius as a green, lively and friendly destination for gourmands, cultural and sports events, innovation, business, architecture. A beautifully diverse city where “Old Meets New” and that has many pleasant paradoxes to be discovered. It can be presented as a cosmopolitan city of miracles that is able to combine the energy, innovation and enthusiasm of youth with its interesting historical past in a democratic setting. The new logo that Vilnius has chosen seems to satisfy the criteria raised by all of the cultural and youth leader stakeholders in all of the various local and national groups. They have embraced it and will actively promote it within their own particular areas of interest.

18 19 The positive image of Vilnius will become the means by which the rest of Lithuania will The importance of external and internal communications was stressed throughout the become better known and positively recognized. It is difficult to promote an entire co- discussion. The business stakeholders are open to providing opportunities for the logo untry in all of its diversity, therefore, focusing on Vilnius seems to be the correct direc- to be presented and used in all types of settings – real or virtual, digital formats such as tion to be taking. This is particularly important right now since Lithuania’s exports have Twitter to investors both in the country as well as internationally. diminished and the markets are oversaturated. Defining and selling its own brands, including those of a city, are more critically important than ever. Synergy is required be- After discussing the idea of positive paradoxes being the basis of the new logo and tween the various sectors and in promoting the brand in order to move the city and the brand, the business leadership quickly approved an idea raised during the discussion to country forward. The business community is ready, willing and able to assist. describe doing business in Vilnius as “Sophisticated Simplicity”. Lithuania’s closest neighboring country to the north, Latvia, has chosen a similar strate- The business and investment segment stakeholders very often have opportunities to gy by choosing to successfully promote the country through its capital city of Riga. The travel with high level government delegations to other countries and would welcome business community would support Vilnius‘ efforts to do same. the opportunity to bring items/souvenirs with the new logo on them to advertise Vil- nius as a good place to do business. It was noted that a new approach had been sorely needed and that going back to traditional logos and methods was to be avoided. In particular, the image and marketing should Many delegations and groups from foreign companies come to Vilnius. During mee- not portray Vilnius and/or Lithuania as humble, orderly etc. More daring and an aggressi- tings, the new logo and information packets could be presented to them by their Lithu- ve campaign is needed, as the city has much to offer and the city‘s story needs to be told. anian counterparts. Currently, there is an extensive program called Invest in Lithuania. A Maximum effort should be expended in reaching the widest audience possible. part of this program could be named Invest Vilnius with appropriate materials available to investors and businessmen from other countries. In addressing the issue of a distinct and separate logo for Vilnius, it was noted that business organizations in other cities in Lithuania have come to the realization that it is Foreign businessmen who have had positive experiences in Vilnius doing business could more useful to have a united approach. Business Boards have been founded that meet be called upon to publicly speak about them. Including their quotes in the publications monthly to discuss issues with city municipalities. Cities with which Lithuanian cities would serve to give weight to the material distributed with the new logo. have Sister City agreements could also be engaged to help with the image building of The business community could recommend people successfully living in Vilnius who Lithuania through Vilnius. have had great success as well as others who do business from overseas with Lithuania The Vilnius Club is an organization whose members have international connections that and have positive recommendations about the country and its capital city of Vilnius. could also be pulled on board. Business to business relationships are a natural venue to disseminate the main message of Vilnius’ logo and story. There are many events, conferences, informal coffees and meetings where it would be possible to do so. It would be good to have coordination of these efforts and businesses would be positively inclined to join together and get behind a unified message. This group of stakeholders stressed the importance of having a totally developed logo and message before wide release. The launch is very important. Dissemination of the main message is of utmost importance, but should not be started until all is fully ready. Also, attention should be paid to an analysis of Vilnius’ main competitors to see what should be the main focus of the message. Members of the business community could readily be approached to become informal ambassadors who could carry the logo and main message forward. An idea was to call them “Patriots of Vilnius” and to provide them with five main points that they could enumerate and elaborate upon as being positives for Vilnius. An issue was raised about the fact that Lithuania has been hard to reach over the past few years. However, the founding of a new airline in 2013 by the City of Vilnius called Air Lituanica has helped to rectify the situation. The City of Vilnius founded a Vilnius Film Office in 2013. Its main goal is to attract commercial filmmakers to film in the city. Since the introduction of national tax incen- tives in 2013, Vilnius has become competitive and is building on the image of a highly productive and qualified city for foreign filmmakers. Business stakeholders recently -par ticipated in high level meetings at Warner Bros. in Los Angeles, California with the Pri- me Minister of Lithuania and note the potential of this sector’s expansion in Lithuania. Having a strong city of Vilnius brand and logo will help to support the mission of the Vilnius Film Office.

20 21 A list of 30 high profile ex-pats doing business in Vilnius could be provided by the busi- Launched by Vilnius Convention Bureau, the event every year offers a fully hosted buyer ness stakeholders and outreach made to include them in the mission of spreading the programme which accommodates 160+ qualified buyers from whole Europe. Up to 100 message about Vilnius with the new logo. exhibitors including convention bureaux, hotels, conference centres, special venues, DMCs, PCOs, specialist suppliers from Lithuania and seven other countries of the regi- There are new City Alumni Clubs in Lithuania that would be able to further disseminate on (Latvia, Estonia, Poland, Russia Finland, Sweden, Denmark) showcase their meeting information about the new logo and assist with Vilnius’ city image branding efforts. products and services. There are also guest country exhibitors from Ukraine and Bela- Also, a review of the overseas markets currently important for Lithuania or potentially rus. The event is supported by a major professional education programme and a series profitable for the country could be reviewed and targeted individually. For instance, of high quality business networking events. Japan could become better acquainted with Lithuania through Vilnius since there is a Although CONVENE is run as a separate project, it is a part of the city’s Convention and strong connection through the late Consul General Sugihara of Japan who is a national Conference Center’s program. In turn, the Convention and Conference Center is an inte- hero in both countries. Japanese tourists have very specific requirements and the logo gral and strong part of the Tourism Information Center. All three have separate branding and material that is targeted for them can take this into account when preparing and presenting a specific program from the new logo project. Travel agencies in the business sector would be open to working with Vilnius tourism departments to come up with a unified message. Kazakhstan is another country that has great potential as a business partner for Lithuania and through the Vilnius logo project could receive more targeted information. The logo has the potential to be universally applied and there are many opportunities to do so. Ecological tourism is a new area that can be explored among others. The new logo can be applied to this particular type of travel as well. A strong recognition factor for Vilnius will be beneficial for the entire country of Lithua- nia. People arrive through Vilnius and recommendations can be made on where else to travel for leisure or business. As a whole, although the business stakeholders had very little information about the new Vilnius city logo and the CityLogo project coming into the meeting, they were extremely positive and receptive. They were appreciative of the high level of professionalism in the preparation of the new logo and expressed great interest in further involvement to ensure its successful launch and expansion both nationally and internationally.

HOSPITALITY SERVICES AND CONVENTION STAKEHOLDERS

Further meetings with the Lithuanian Hotel and Restaurant Association together with local as well as national tourism representatives and Air Lituanica indicated that they are indeed interested in promoting the new city logo. In previous years, Lithuania had taken out country marketing ads on CNN, BBC which were perceived as a very effective means of communication. These venues could once again be considered if a budget were in place. The hospitality services stakeholders agreed that the convention and conference sector was the strongest at the current time and thus, would be the most logical place to continue strengthening the Vilnius city logo. CONVENE is a large scale exhibition of services that the tourism sector can offer and held its successful annual meeting for the third year in a row in February, 2015. Attend- ees are able to visit a number of stands that not only include Lithuania, but the entire Baltic, Nordic region.

22 23 programs and logos. The uniting factor for all of them is the city of Vilnius. Even though CONVENE’S graphic design style and colors differ markedly from the new Vilnius one, AIR LITUANICA STAKEHOLDER the city’s new logo has been incorporated into CONVENE’s various marketing programs and is displayed at events on hand-our literature, booklets, stands, backgrounds, etc. One of the challenges for Vilnius to attract a greater number of large scale conventions The importance of having direct flights to Vilnius cannot be over-stressed. After the and conferences is the lack of a conference center that could provide the amount of collapse of the former national airline carrier FlyLAL, the establishment of Air Lituanica area necessary to host successful exhibitions and events. However, the national govern- has been hailed as very welcome. Air Lituanica has positioned itself as a mid-range regi- ment has recently announced plans for the renovation of the former Sports Center and onal carrier and has been steadfastly and reliably providing direct flights to Vilnius from this should provide a well needed opportunity for Vilnius to expand in the conference a number of European locations for over a year. sector. Although Air Lituanica has its own separate logo as well as marketing and branding After a period of dormancy, there are now a number of new hotels being constructed in programs, it was felt that it would be a positive move to have the new Vilnius logo Vilnius that will add to the city’s attraction for conventions. integrated into their plans and they have been invited to become a strong stakeholder in the new city logo. The Air Lituanica magazine has featured an article about the The city of Vilnius, along with the Lithuanian Hotel and Restaurant Association as well new Vilnius logo. They would be willing to carry the new city logo on the magazine as its various members and stakeholders will work to actively promote and expand the cover and even have it painted onto the planes. Air Lituanica is very willing to feature attraction of conferences and conventions to Vilnius. The LHRA noted that this type of the new city logo more prominently, especially since the colors and design of both tourist is particularly important for Vilnius. They have money to spend, stay at high-end complement each other. hotels, eat at good restaurants and are the most useful for the city. The Vilnius is under the control of the Ministry of Transportation and would need to It was agreed by all of the hospitality and leisure as well as convention stakeholders that be approached for a separate discussion as to how to best incorporate the Vilnius city Vilnius acts not only as a municipal or regional center, but also as the most important logo into its plans. The airport has undergone a series of changes in leadership and its national one. Therefore, this is an additional important opportunity for strengthening marketing program has veered in several different directions. However, this may be the city logo both nationally and internationally. The national government will be asked an optimal time for a new discussion with them to see where the new Vilnius city logo to highlight Vilnius as well as its new logo in its public statements, press releases and could be used to the advantage of both to strengthen the city brand. Air Lituanica has information. agreed to serve as an intermediary with the airport on the issue of introducing the airport.

24 25 CONCLUSIONS

The Tourism Information Center of the City of Vilnius has already prepared ashort presentation and shown it at Vilnius University to students. It was agreed to share in developing this presentation further for dissemination and showing it to various stakeholders. The business community stakeholders had raised the idea of having individual ambassadors who would also assist in spreading the message about the new logo. The recommen- dation of the working group is to have an Advisory Council to the Mayor consisting of representatives of various stakeholders. The Advisory Council would interact closely the Mayor’s Advisor. This Advisory Council should be an exclusive one and its members should be well respected members of the business, cultural, tourism and youth sectors. The use of well-established corporate logos together with the new city logo would be on point and would strengthen the new Vilnius city logo. There would need to be a balance between the two that could be mutually agreed upon at the Advisory Council level. This would be a win-win situation for all, transferring a local win to a national one. The Working Group also recommends that the logo be presented in particular to the business community with a more definitive explanation. This could readily be done at International Chamber of Commerce meetings as well as Rotary Clubs, business association gatherings, etc. A separate presentation to the airport authorities who are under the auspices of the Ministry of Transportation should also take place. Social media outlets could be a new platform for disseminating information that would highlight the new city logo as well. The price range for this particular tool could range from fairly minimal to large depending on the target audience as well as the scope and breadth of the project. Social media and electronic advertising could incoporate games, competitions, ads, sales, etc. The sports community could also be approached and incorporated into helping to spre- ad the new city logo. Teams travelling to international competitions could be provided with t-shirts, caps, etc. that would create an ever growing world-wide group of people who are aware of the new logo and of Vilnius in general. Therefore, after an intensive review of all of the meetings, discussions and input from the major local Vilnius and national Lithuania stakeholders, the Vilnius CityLogo Wor- king group came to the following conclusions: One of the main factors why the new Vilnius city logo has not been widely presented is the lack of a specific budget for doing so. City budget cuts in general over the past few years have forced many city agencies to scale back on messaging in all areas. One of the solutions to this problem could be the introduction of a “hotel bed tax”. The proceeds from this “bed tax” could be used for marketing the city of Vilnius in general and the new city logo would be a part of the campaign. A change from Vilnius Logik to Vilnius Logic has been recommended in order to make Vilnius better understood. It is crucial to have a specific person in authority directly responsible to the Mayor to supervise not only the broad city marketing plan together with the new Vilnius city logo, but also the Local Action Plan that would involve local and national stakeholders. The rank of that person should be that of an Advisor to the Mayor and be directly responsi-

26 27 ble to him. The Advisor should also work in close contact with the City’s Public Relations John Malkovich have all filmed in Vilnius. Vilnius has been able to transform itself from Department to ensure on point results. medieval England to ancient Rome to 1970s Jerusalem and 1980s Amsterdam. A Special Advisory Board consisting of a cross section of highly regarded representatives Prices are reasonable, locations are short distances away from each other, the staff is of the tourism, business, NGO, cultural as well as other areas should be formed to work highly professional and multi-lingual. All of these factors contribute towards making closely with the new Advisor to the Mayor. The members of this Advisory Board would Vilnius an especially attractive city for filming. become ambassadors of the new city logo and brand. A Vilnius Film Office was founded in 2013 and will be brought into the new city logo Of the 9 areas identified in the branding study, four have been recommended for parti- marketing and branding program. cular attention i.e. Film Friendly, Smart Vilnius, Eco Friendly, City Breaks

SMART VILNIUS RECOMMENDATIONS

With one of the fastest high speed internets in the world and the best public area access FILM FRIENDLY VILNIUS to free Wi-Fi, Vilnius is definitely a leisure tourist and business and conference tourist friendly city.

CNN recently reported that Vilnius is identified as one of Eastern Europe‘s most upwar- dly mobile hubs and benefits from one ofhe fastest Internet connections in the world. Since the city of Vilnius has made attracting the film-making industry to Vilnius a prior- CNN also noted that Vilnius recently received an IBM grant as part of the “Smart Vil- ity, foreign filmmakers have begun returning to Vilnius. Of paramount importance was nius“ project. This is earmarked for upgrading transport and its management, as well as the introduction of a 20% rebate on films shot in Lithuania, most of which are made in the development of data-based infrastructure. Vilnius. The recently announced construction of a new Vilnius Tech Park will serve to attract Previously, Hollywood producers and directors such as Edward Zwick, Peter Madek and more high tech and innovative technologies to Lithuania. The tech park is slated for Pieter Jan Brugges chose Vilnius and its environs for big budget productions. Interna- gaming, big data, and cyber security companies and will press Vilnius‘ credentials fur- tional stars such as Daniel Craig, Jeremy Irons, Helen Mirren, Woody Harrelson and ther as a highly attractive “Smart City”. Since the location of the new Tech Park is in a currently rundown 200 year old hospital, the new city logo will be perfect for use in highlighting the blend of old and new and a uniqueVilnius Logic for managing to pick an unexpected spot for a novel and new venture. THE NEW ECONOMY web media site recently featured Vilnius as one of Europe’s smar- test cities Numerous institutions have praised the way in which Vilnius is managed. The smart city‘s technological solutions are some of the most innovative in Europe The report in The New Economy stated that, “Vilnius is one of the most populous and satisfied cities in the Baltic region. Its advancements in lighting, engagement and transport have also made it one of The New Economy’s top smart cities”. Vilnius is one of the fastest growing cities in Eastern Europe. It is also a hub for political, economic, social and environmental change in Lithuania and the region as a whole. The latest study by Eurostat shows 93 percent of inhabitants are satisfied with their life in Vilnius.

The city’s smart and forward-thinking management has been recognised by analysts and the media. The New York Times named Vilnius one of the world’s 10 best-managed cities, alongside Berlin, Barcelona, Cape Town, Copenhagen, Montreal, Santiago and Shanghai. Cities were evaluated not only on their quality of life but also on how wisely and well they are managed. CNN recently reported that Vilnius is identified as one of Eastern Europe‘s most upwar- dly mobile hubs and benefits from one ofhe fastest Internet connections in the world.

28 29 CNN also noted that Vilnius recently received an IBM grant as part of the “Smart Vil- rage. It captured the imagination as being quirky and having a certainVilnius Logic to it. nius“ project. This is earmarked for upgrading transport and its management, as well as The underlying message of the PSA was: “If You See Something, Do Something.” Mayor the development of data-based infrastructure. Arturas Zuokas said that ,“Sometimes it‘s the small things that cause the most irritation for city dwellers and make them feel helpless. If you see something, you have to say The recently announced construction of a new Vilnius Tech Park will serve to attract something or do something. I chose to do it with humor and I‘m glad that the world more high tech and innovative technologies to Lithuania. The tech park is slated for laughed along. Judging from the global reaction to the video, I can only guess that Vil- gaming, big data, and cyber security companies and will press Vilnius‘ credentials fur- nius is not the only city that has been trying to find a way to deal with these and similar ther as a highly attractive “Smart City”. Since the location of the new Tech Park is in a issues. It’s important for everyone to be involved in creating a good urban environment currently rundown 200 year old hospital, the new city logo will be perfect for use in in which to live.” This type of thinking and acting fits in completely with the new city highlighting the blend of old and new and a uniqueVilnius Logic for managing to pick an logo and branding program of Vilnius Logic. unexpected spot for a novel and new venture. All of this leads to the logical conclusion that Vilnius and its Smart City status on many different levels can be utilized in marketing and branding with the new city logo. The Vilnius city logo would serve to united these various diverse areas of concern. CITY BREAKS VILNIUS

The Tourism sector in Vilnius has begun to feature City Breaks as an all-encompas- ECO FRIENDLY VILNIUS sing marketing tool. These short stints in the city can range from featuring romance to eco-tourism and especially the gastronomic delights that the city has to offer. With gastronomic tourism becoming ever more popular around the world, Vilnius feels that The capital stands out because of the massive amount of greenery that not only sur- it is ready to feature the highly innovative creations of professional chefs. Although the rounds the center in residential areas but pervades the center—the center of the capi- national cuisine would not be forgotten, it is the internationally recognized taste treats tal actually has forests. that Vilnius has begun to feature and by which it seeks to attract tourists. Both leisure and business tourists will come away satisfied with the delicious offerings on hand in Although Vilnius has a large amount of public green areas, the infrastructure to develop Vilnius. them is still a work in progress. The highly successful recent renovation of the Bernardi- nu Gardens has led to an enthusiastic endorsement of further plans by the current city In terms of other themed city breaks, Italy’s largest newspaper recently named Vilnius administration to renew and rejuvenate Misssionary Gardens, the Neris River area and the capital of happiness. The article described Vilnius as “a city with an area that is Kalnu Park. The new city logo has been incorporated into publicizing these projects and four times larger than Paris and twice the size of the capital of Milan in Lombardy. It can be seen on stands around the city: abounds with no less than forty five Orthodox and Catholic churches and there is much of the unexpected, including a monument to Frank Zappa. There are plenty of bridges After an interim of ten years, Vilnius successfully re-launched an orange shared bike for enjoying the views and walks in the evenings. Since happiness is all-encompassing, and ride system in 2013. The program has been highly commended by both locals and it can be used to feature anything from food to parks. Once again, the necessity for a visitors and embraced throughout the city. They not only serve a practical purpose in logo becomes important for pulling the many diverse areas into one cohesive package helping the residents of Vilnius get around, but also serve as a colorful reminder that that is associated with all that Vilnius has to offer. The new logo can do that. Vilnius is a city that cares about the environment, by encouraging public and shared transportation. The Tourism Department of the City of Vilnius is in the process a launching a new e-marketing survey from European Union funds. The results will enable the department to A few months ago, world renowned architect Daniel Libeskind unveiled his design plans better identify and target tourists via the internet, social media and other electronic for a new Ski and Sports Recreation Center in the city of Vilnius. The artificial hill is lo- communication outlets. The new city logo could be incorporated into the new mar- cated within the city itself and is readily accessible from the city center via a 10 minute keting program geared to this media. As a transitional step, the city logo could begin car or public transportation ride. It’s perfectly located between the historic center, the appearing earlier in all types of electronic forms of communication e.g. newsletters, business district and the airport, so it will be a great way to connect the two central are- press releases, Facebook pages, etc. as and create a multi-purpose destination for Europe, and perfectly suited for recreati- onal and educational entertainment for all. The new leisure center will also incorporate There is already a highly organized and fairly well publicized series of annual cultural a ride and share program for bikes and cars. The center is well positioned to become events in Vilnius that serve to attract the individual or group tourist to travel to Vilnius a new symbol of Vilnius and center of attraction that can feature the new logo very for a “City Break”. prominently. These breaks could be advertised through a separate program that could also use and The best known instance of focusing on the importance of the environment and being highlight the new city logo. Package deals that would start in Vilnius and continue on a super bike friendly city was when Mayor Arturas Zuokas took a tank and rode over an to other cities in Lithuania e.g. highlighting mansions and manors along the river, could illegally parked Mercedes in a bicycle lane. This Public Service Announcement filmed at still feature the new Vilnius city logo as a prominent feature since the tours would kick a low budget and released on YouTube garnered worldwide media attention and cove- off in the capital city.

30 31 All of the organizers of these events are important stakeholders and will be encouraged to incorporate the new Vilnius city logo in their advertising literature and communications. Since the logo is free and readily available for use, the various groups can just download it, choose whichever style works for them and either use it side by side with their own logo or in a separate area. Among the most popular cultural events in Vilnius are the Cultural Night and Capital Days. Equally important is the cultural tourism sector that attracts a different type of visitor with different needs and purposes. Since these might be very diverse, the all-encompassing “City Breaks” term was used to define this second type of tourist. There are a number of areas of cultural tourism that serve to attract people to Vilnius. Among the most important ones: the city’s cultural and historical heritage, its greenness - both visually and through eco-friendly features such as the orange bike rental system, clean and pure water, raw food restaurants, etc. The city logo could appear during events at these locations, launches of new initiatives, etc. Restaurant owners are important stakeholders from the private sector and would be encouraged to display the logo on their menus and on their doors. Also of newly growing importance is gastronomic tourism. Vilnius successfully launched a Gastronomic Week in November, 2014 that featured set price meals at almost twenty well known Vilnius restaurants. A “Dessert Night” is being planned for 2015 that could feature a special “Vilnius Dessert” with the new city logo on it. Wine and liqueur tastings in the manors and mansions of Vilnius e.g. Stikliai, Sekspyras, Valdovu Rumai, Sapiegos Rumai could also highlight the new Vilnius city logo in its advertisements. A gastronomic map was published last year called “Tasty Vilnius” that shows the locations of various restaurants and describes the types of food it serves. Aprons to complement that program were also launched. All of them have the new city logo on them. . As stakeholders, all groups, restaurants, hotels and cultural organizations participating in or launching cultural and gastronomic events in the city will be encouraged not only to use the new city logo, but to display it prominently.

32 33 ADDED VALUE OF URBACT CityLogo PROGRAM

CityLogo is a part of the URBACT program, a European exchange and learning programme promoting sustainable urban development. It was a very valuable experience for Vilnius to be a part of CityLogo. The URBACT network encompasses 500 cities, 29 countries and has 7,000 active participants. The program is jointly financed by the European Union (European Regional Development Fund) and the Member States. The URBACT program enables thematic networks of like minded urban areas to work together to address an identified issue. In the case of CityLogo, the network consisted of partners in 10 cities across Europe: Utrecht, Dundee, Warsaw, Vilnius, Aarhus, Oslo, Coimbra, Zaragoza, Alba Iulia and Ge- noa. CityLogo is a transnational learning experience on citybranding and marketing in modern urban politics. It is about the better positioning of cities in the post-crisis economic era and reinforcing the communication dimension in urban management. One of the main lessons that Vilnius learned during the course of the project was that branding should be embedded in broader and more participatory processes of rethin- king urban identities. In order to be more effective, greater stakeholder involvement, citizen participation and management all need to be widely promoted. CityLogo helped us to look at brand management and communication strategies in modern urban policies. The main goal was to strengthen the strategic communication and city branding of Vilnius and the CityLogo project helped to achieve this objective. The Vilnius City Municipality faces a situation where financial resources are diminish- ing but, at the same time, there is an enormous need to boost the local economy, so it was very useful to visit similar cities and to learn from them e.g. Zaragoza, Dundee, Utrecht. Our goal was to look for an integrated approach and seek out the cooperation of relevant stakeholders for a more efficient result. Vilnius succeeded in doing so. The CityLogo project assisted Vilnius in creating a Local Action Plan with a large range of local stakeholders that could also serve as a platform for a national branding program. Vilnius is grateful to CityLogo that we were able to share our own city‘s practice (good and bad) and learned from others. Based on the best experience of the partners in the project, Vilnius developed its own communication strategy. Therefore, on behalf of the Vilnius City Municipality, we would like to thank Utrecht, Dundee, Warsaw, Aarhus, Oslo, Coimbra, Zaragoza, Alba Iulia and Genoa for this extremely valuable learning and sharing experience.