country and city branding

Country and City Branding

LUKRECIJA BBDO © 2011www.lukrecija.lt

REGIONAL PERSPECTIVE

Lukrecija BBDO creates solutions not only logos!

Lukrecija BBDO has over 20 years of regional experience and expertise in a wide range of fields. Such background provides an

opportunity for a dynamic Vilnius based agency to meet specific communication needs, i.e. agency work, analysis, internal and

external communications consulting etc. Lukrecija BBDO is a full service communications agency that bases its activities on

benefits coming from regional partnership.

Lukrecija BBDO is a long term partner of the largest Lithuanian cities and Lithuanian state not only for building and enhancing

reputation, but also for promotion of local investment opportunities abroad. Other fields of expertise are local and regional market

leaders in telecommunications, finance, retail and other sectors for 20 years.

ABOUT US

'Our drive is clients' challenges.' Marius Vaupšas, leading partner.

The company was founded in July 1991 under the name Lukrecija. Initially it was a design studio. In 1995 Lukrecija started its long

term cooperation with worldwide BBDO network. From 1998 it became a full service advertising agency with its ongoing expansion

in services on offer. Post 1999 Russian default, starting in 2000 Lukrecija added PR and consulting to it service range.

Lukrecija BBDO

Vilnius - the Capital of Lithuania

MIPIM 2004. The World's Premier Real Estate Event In Cannes

MIPIM

MIPIM is the world's leading real estate exhibition and conference. It brings together the most influential real estate

professionals to explore major international property development projects, connect with potential partners, and strike deals.

OBJECTIVE

Lukrecija BBDO was a strategic partner for two of the largest Lithuanian cities. Vilnius, the capital city as well as the country's

financial centre, and Kaunas, the city with well-developed industry and logistics. The objective was to indicate the power and

benefits of the two cities combined and hence attract investors.

IDEA

Vilnius and Kaunas have a huge potential to become a significant centre for mediation, business and tourism in the Baltic

Region. The new Metropolis was about to come into being in 2004, and Lukrecija BBDO has helped to discover it by creating

and implementing the communication idea 'The Power of Two'. The strategy was based on promoting the synergy between the

two largest Lithuanian cities.


LUKRECIJA BBDO © 2005

Communication Service Pack

Lukrecija BBDO created overall communication strategy, a brand style, prepared the stand and a promotional film, brochures.

Public relations campaign was implemented abroad and in Lithuania. All these instruments were designed to promote The

Power of Two.

Corporate Identity

Slogan, logo, colours and

mood.

Exhibition Stand

Visual identity of the stand.

Advertising

Print ads.

Catalogue

112 page brochure

representing Lithuanian

economy, the two biggest

cities and main real estate

projects.


Digital

Website, online banners.

PR

Press trip for for Lithuanian

journalist to Cannes, stand

events foreign journalists at

MIPIM.

Stand Activities

General logistics, stand

events.

Video

10 minutes video film


economy and society, two

biggest cities and main real

estate projects.




RESULTS

The project attracted a large number of potential partners to the Lithuanian stand, initial cooperation agreements were signed

on site, local and foreign press published over 200 articles on investment opportunities in Lithuania.

www.development.lt



MIPIM

MIPIM is the world's leading real estate exhibition and conference. It brings together the most influential real estate

professionals to explore major international property development projects, connect with potential partners, and strike deals.

OBJECTIVE

To promote 5 largest Lithuanian cities internationally, build and enhance their reputation and attract investors.

IDEA

The concept was based on the idea 'Grow in Lithuania'. In 2005 Lithuanian economic growth was among the highest in Europe,

therefore the idea was used in order to attract foreign investors and potential partners.



Lukrecija BBDO created overall communication strategy, a brand style, prepared the stand and promotional film, brochures.

Public relations campaign was implemented abroad and in Lithuania. All these instruments were designed to promote the

largest Lithuanian cities as the most prosperous environment for investment.

Corporate Identity


mood.

Exhibition Stand


Advertising

Print ads.

Catalogue

86 page brochure




projects.



Digital


PR

A press trip for foreign

journalists from leading

European dailies to

Lithuania, and a press trip

for a Lithuanian journalist to

Cannes.

Stand Activities


events.

Video





estate projects.



RESULTS

The project attracted a large number of potential partners to the Lithuanian stand, initial cooperation agreements were signed

on site, local and foreign press published over 200 articles on investment opportunities in Lithuania.

www.development.lt



MIPIM

MIPIM is the world's leading real estate exhibition. It brings together the most influential real estate professionals to explore

major international property development projects, connect with potential partners, and strike deals.

OBJECTIVE

The main objective was to promote 6 Lithuanian cities in the world for investors and build and enhance international public

image.

IDEA

As Lithuania continued to grow and modernize rapidly in 2006, communications idea was based on the message that Europe

needs Lithuania as much as our brains need fresh air to think. Lukrecija BBDO implemented communications concept 'Refresh

in Lithuania', which states that new ideas coming from Lithuania refresh the old continent, energise it and inspire changes. It

was an invitation to come to Lithuania for renewal and inspiration vital in order to work, create and live. Or just take a deep

breath.



Lukrecija BBDO created overall communication strategy, a brand style, prepared the stand and a promotional film, brochures.

Public relations campaign was implemented abroad and in Lithuania. All these instruments were designed to promote 6

Lithuanian cities as the best environment for investment and the best place for new ideas.

Corporate Identity


mood.

Exhibition Stand


Advertising

Print ads.

Catalogue

84 page brochure




projects.



Digital


PR

A press trip for foreign

journalists from leading

European dailies to

Lithuania, and a press trip

for a Lithuanian journalist to

Cannes.

Stand Activities


events.

Video





estate projects.



RESULTS

The project attracted a large number of potential partners to the Lithuanian stand, a series of mayors meetings with potential

investors were organized, initial cooperation agreements were signed on site, local and foreign press published over 400

articles on investment opportunities in Lithuania.

www.development.lt


MIPIM



OBJECTIVE


major international property development projects, connect with potential partners, and strike deals. In 2007, Lukrecija BBDO

was a strategic partner of 5 Lithuanian cities in building reputation and promoting the country for foreign investors.

IDEA

Lithuanian cities participated in the exhibition with the slogan created by Lukrecija BBDO 'Lithuania. Fast Forward'. This

communication message reflects the rapid pace of development of Lithuanian cities, ambitious and innovative projects and

investment opportunities for foreign investors. The runner figure is used as a metaphor of intense urban development in the

country.



Snoras headquarters in Vilnius


Lukrecija BBDO created overall communication strategy, a brand style, prepared the stand, promotional brochure, souvenirs.

Public relations campaign was implemented abroad and in Lithuania. All these instruments were designed to promote 5

Lithuanian cities as the most prosperous environment for investment and the most fertile place for new ideas.

Corporate Identity


mood.

Exhibition Stand


Advertising

Print ads.

Catalogue

84 page brochure




projects.


LUKRECIJA BBDO © 2007LUKRECIJA BBDO © 2006

Digital


PR

A press trip for a Lithuanian

journalist to Cannes, local

media communications.

Stand Activities


events.

Video





estate projects.



RESULTS

The project has attracted a large number of potential partners to the Lithuanian stand, a series of majors meetings with

potential investors were organized, initial cooperation agreements were signed on site, local and foreign press published over

200 articles on investment opportunities in Lithuania.

www.development.lt




MIPIM



OBJECTIVE

To promote 4 Lithuanian cities, build and enhance reputation and attract foreign investors.

IDEA

In 2010, Lithuanian cities attended MIPIM under the slogan created by Lukrecija BBDO which was 'Lithuania. Cozy. Friendly.

Vital'. The Communication concept was based on the idea that Lithuania is the ideal place for business. The country is small, so

you can quickly fix issues. In addition, Lithuania is ideal to gain new strength, because the country is a real source of intense

cultural life and entertainment, full of historic monuments and wonderful retreats in pristine natural settings.

Vilnius Kaunas Klaipėda Šiauliai


Lukrecija BBDO created overall communication strategy, a brand style, prepared the stand, promotional brochures, souvenirs.

Public relations campaign was implemented abroad and in Lithuania to promote 4 Lithuanian cities as the most attractive

environment for investment and the finest place for new ideas.

Corporate Identity


mood.

Exhibition Stand


Advertising

Print ads.

Catalogue

66 page brochure




projects.



Digital


PR

A press trip for a Lithuanian

journalist to Cannes, local

media communications.

Stand Activities


events.

Video





estate projects.



RESULTS

The project attracted a large number of potential partners to the Lithuanian stand, a series of mayors meetings with potential

investors were organized, initial cooperation agreements were signed on site, local and foreign press published over 200

articles on investment opportunities in Lithuania.

www.development.lt

EXPO ZARAGOZA 2008. International Exhibition In Zaragoza, Spain



OBJECTIVE

The main objective was to have a unique, outstanding concept for the exhibition in order to attract foreign visitors and

investment to Lithuania.

IDEA

The idea for the exhibition was based on Lithuania as a European country. Protection and care for natural resources was the

driving force. Lithuanian name in national language is closely related to the word rain (Lietuva and lietus) which resulted in the

concept 'The Rain Home'. This concept was in line with national communications strategy and the main exhibition theme.

Corporate Identity

A logo and brand style for

promotional material.

Exhibition Stand

Visual identity, 7 information

terminals, uniforms for

guides.

Souvenirs

Various souvenirs and

goodies.

Catalogue

Brochure representing

Lithuania in English and

Spanish.


Lukrecija BBDO created a logo and brand style for the national pavilion and all promotional material, such as representative

brochures, leaflets and souvenirs, uniforms for guides at the Lithuanian pavilion.



Leaflets

Leaflet-fact sheet representing Lithuania

in English and Spanish.

PR

Local media relations.


37

RESULTS

More than 820 thousand people visited Lithuanian pavilion in EXPO Zaragoza.

Information on Lithuania was presented in seven info terminals, visitors were handed out hundreds of thousands of informative

publications about Lithuania in English and Spanish.

www.expo2008.lt


39

EXPO 2010 SHANGHAI. International Exhibition In Shanghai, China



OBJECTIVE

EXPO 2010 was the largest international exhibition for countries since it was first opened in 1851. Lithuania was represented at

the World Expo for the tenth time which was an anniversary for the country. The objective was to come with a unique

anniversary concept to promote Lithuania as a destination for tourists and investment.

IDEA

Lithuania was presented employing a hot air balloon as its symbol at the World Expo 2010. Pavilion visitors were invited to take

a memorable flight over Lithuania to discover its history, nature, society and modern life.

Advertising

Print ads.

Exhibition Stand

Uniforms for guides.

Souvenirs

Various souvenirs and

goodies.

Catalogue

Brochure representing

Lithuania in English and

Chinese.


Lukrecija BBDO created brand style for all promotional material, representative brochures, leaflets, fact sheets and souvenirs,

uniforms for guides at Lithuanian pavilion.



Leaflets

Leaflet-fact sheet

representing Lithuania in

English and Chinese.

PR

Local media relations.


RESULTS

With some 30,000 visitors per day, the Lithuanian pavilion was among the most popular. During the six months, Lithuania's

pavilion had nearly 6 million visitors, which was twice as many as it had been anticipated.

www.expo2010.lt


Vilnius – Capital of Lithuania. City Image Concept 2006



OBJECTIVE

Vilnius in 2006 was the capital of a fast growing economy and a regional economic development centre in Central and Eastern

Europe (CEE). The objective was to show to the world Vilnius as an attractive destination for investment and tourism.

IDEA

Baroque is the most prominent architectural feature of Vilnius which is unique in the Former Soviet Union Countries (FSU).

Hence, it was employed as an instrument to indicate a long term consistent and ongoing development and rapid growth. The

concept was 'Be baroqued!' which invited to inhale the spirit of baroque. It combined the longevity with modern life.

Vilnius logo resembled an artist signature on completed works. It was a name signature on a city, or metaphorically, a piece of

art, symbolising creativity.

country and city branding

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