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CITY PROMO: Latvia’s halfhearted tourism ads

Aug 20, 2008
By Monika Hanley

MISSING ELEMENTS: To the dismay of advertisers, but to the joy of locals, the expensive ad campaign did not have the expected results.
RIGA - At Glasgow Prestwick International Airport, signs proclaim Riga “Europe’s new party capital.” UNESCO says it is “of outstanding universal value” and added the city’s historic center to the prestigious list of World Heritage sites. Private firms and the Ministry of Culture have done more extensive work to promote the city. In 2007, the ministry and the Latvian Board of Tourism pooled funds to create five video advertisements, each outlining one of 2,300,000 things to do in Latvia. “It ...


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