The document summarizes a PR campaign conducted by a Ukrainian PR agency to promote Vilnius, Lithuania as the European Capital of Culture for 2009. The agency held a roundtable with Ukrainian cultural leaders to gain their endorsements. It then placed videos of these leaders talking about Vilnius online and in Ukrainian and Russian media outlets. The campaign resulted in over 200 online publications and 12 printed publications about Vilnius, generating millions of impressions. Evaluation of whether it increased Ukrainian tourism to Vilnius would be available at the end of 2009.

3. Предисловие During 365 days 3 000 000 tourists Will see 1000 events Within 120 programs From 30 countries

5. Our approach

7. Ukrainians probably know few things about Lithuania and its capital, but they surely have a lot to tell the world about Ukraine.

8. Lithuania Embassy to Ukraine November 26 , 2008 Round table and press briefing “Vilnius – European Cultural Capital 2009: Ukraine’s art presence abroad”

11. The best way to have people talk on your behalf is to let them feel a part of something bigger

15. Entertainment and general interest media wrote about the round table and cultural ambassadors program (62 publications )

16. Only tourism media remained passive

18. Result : about 60 publications , over 15% were reprints from Russian media

20. Thank you for your attention!