The investigation showed that Kaunas is most famous in foreign media under the name “Žalgiris”.

“Žalgiris” along with the name of the city of Kaunas appeared in the headlines of target foreign countries 411 times in the first half of this year. The value of these articles, given the potential audience reached, could reach 7.39 million. euros. Žalgiris’s name only made the headlines 2,861 times this semester, and the total value of Žalgiris’ mentions in the global media could reach 38.88 million. euros.

In the first half of this year, Vilnius, Kaunas and Klaipėda were mentioned in the headlines of the world media by more than 10,000 people. and on social networks (Facebook, Twitter and Youtube): more than 23 thousand. together. The faces of the cities were reflected mainly in reports on the country’s domestic and foreign policy, social and cultural initiatives, exports and investments.

Vilnius made headlines on the world’s media portals 5,431 times, Kaunas 3,524 times, and Klaipeda 1,687 times.

The total number of reports also included mentions of cities in the Lithuanian media; accounted for the highest number of mentions: 72 percent. of all reports on Vilnius, 53 percent. about Kaunas and 63 percent. about Klaipeda.

“It is interesting that although the total number of mentions in Kaunas is lower than in Vilnius, there were relatively more mentions in foreign media, almost 50 percent. of all fixed mentions (Vilnius – 28%). Among the mentions to cities, the dimensions of governance, exports, investment and culture stood out. However, there were a minority of reports that would help reveal the uniqueness and attractiveness of Lithuanian cities for investors, talents and tourists. Certainly, we have not yet used our full potential for effective communication between cities and the country, ”says Marius Gurskas, head of the Lithuanian image group.

According to data from the social media and network monitoring platform “Melwater” and taking into account the potentially reached audience, the total value of Vilnius, Kaunas, Klaipėda mentions in the world media, this half could reach 61.85 million. euros.

According to the mentions, the cities caught the attention of different foreign countries, and in Germany the mentions of the three cities were recorded.

Kaunas news were most interested in the portals of Germany (30.79% of all reports on the city), Turkey (5.33%) and Italy (3.77%). The digital visibility of the city was determined mainly by the ads related to the Žalgiris basketball club. The topics of this club were widely discussed: match results, team composition, career of Šarūnas Jasikevičius, difficulties during the COVID-19 pandemic.

“It is gratifying that Kaunas is heard more and more during the first six months of the year due to other activities in the city: the Žalgiris Club, the initiative of the Kaunas Vincas Kudirka Public Library and the adaptation of modern 3D printers to the new reality This shows once again that Kaunas is not only a sports city, but also a fast and modern city that enables innovations for everyday solutions ”, says Tadas Stankevičius, Director of Kaunas IN.

Investigating the visibility of the country, the Lithuanian image group, which made posts on news portals and posts on social networks of 13 target foreign countries (Latvia, Estonia, Germany, France, UK, Denmark, Sweden, Norway, Italy, Israel , Russia, Poland, Belarus) analysis, found that in the last six months, the name of Lithuania was mentioned on foreign Internet portals by more than 43 thousand people. times, and in social media records – more than 200 thousand. together. The main areas of the governance of our country (internal and foreign policy), tourism, investment and immigration were examined. Mentions of Lithuania were recorded mainly on the internet news portals of the UK, Germany and Russia.