When you call your new national tourism campaign ‘Real is Beautiful’, you want to get it right. Like maybe using imagery of your own country.
Lithuania’s tourism department was caught using photos from other European nations in a recent campaign, ironically titled ‘Real is Beautiful’.
The government organisation admitted to using the pictures from Finland and Slovakia on its social media pages during the initiative, which started in October last year.
While the tourism department and media agencies behind the campaign claimed the imagery was used to “communicate emotion”, the US$149,000 marketing drive provoked hundreds of ironic social media entries from Lithuanians posting photos from abroad and calling them Lithuania.
As a result of the fiasco, tourism chief Jurgita Kazlauskiene resigned from the position, an economy ministry spokesman told Agence France-Presse.
With Lithuania boasting pretty beaches along the Baltic Sea, and forests that cover about a third of the entire country, surely there’ll be no shortage of beautiful images for the nation’s next campaign.
Article was originally published on 8 February 2017.
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