[ad_1]
Vilnius mentions are mainly related to the field of tourism, creative response to COVID-19, cultural and social initiatives. Mentions of Kaunas and Klaipeda were recorded mainly in the German media. The activities of the Kaunas Žalgiris Club were one of the most visible in shaping the digital visibility of Kaunas, according to a review by the Lithuanian Image Group of the Government Chancellery.
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.
J. Andriejauskaitės / 15min nuotr./Klaipėda
According to the mentions, the cities caught the attention of different foreign countries, and in Germany the mentions of the three cities were recorded.
Vilnius was interested in the media in Germany (3.57% of reports on the city), the United States (3.17%), Jordan (2.46%) and Italy (2.23%). The visibility of the city was mainly due to the coverage of the COVID-19 pandemic in the media in these countries, as well as the social and cultural initiatives that shaped the positive image of the capital and the country: fashion week of the masks, open-air cinema, opening of public spaces to cafes and restaurants, application of quarantine. , mannequins used to keep distance in restaurants. Media reports also included the celebration of the 30th anniversary of the restoration of Lithuania’s independence, the meeting of the NATO foreign ministers in Vilnius, and the filming of Stranger Things in the capital.
The proactive activities of Keliauk Lietuvoje and GO Vilnius and the communication in the American and Italian media generated a flow of positive messages about Vilnius as an attractive tourist destination: the most popular places, the beauty of the old town, the opportunity to see the old town from a hot air balloon were widely discussed.
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 mainly determined by the ads related to the basketball club “Žalgiris”. The topics of this club were widely discussed: match results, team composition, Š.Jasikevičius career, difficulties during the COVID-19 pandemic. The initiative of the Kaunas Vincas Kudirka Public Library, the use of 3D printers for the production of protective equipment during quarantine, also attracted interest.
“Žalgiris” along with the name of the city of Kaunas made the headlines 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.
Eriko Ovcharenko / 15min nuotr./Rungtynių akimirka
“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.
Klaipeda was most prominent in the media headlines in Germany (20.92% of all reports on the city), Latvia (3.20%), the United States (2.55%) and Russia (2.49%) . The most discussed were the current issues of the port of Klaipeda: the transfer of American oil cargo to Belarus through the port of Klaipeda, the new ferry of the TT-Line Marco Polo fleet, the reduction of port activities during the pandemic. Historical relations between Germany and Klaipeda were also discussed, and the US portal Under Consideration LLC, which examines the brand’s news, paid attention to the new Klaipeda University trademark. The message about AB Grigeo Klaipėda’s pollution in the Curonian lagoon, which forms a negative image of the city, went unnoticed. The activities of AB Grigeo Klaipėda were mainly interested in the American media portals.
When assessing the visibility of Lithuanian cities on social media Facebook, Twitter and Youtube, the capital clearly dominates. According to the number of mentions, Vilnius is more than 2 times ahead of Kaunas and Klaipėda almost 6 times. During the first half of the year, Vilnius was mentioned on social media 14,485 times, Kaunas – 6,094 times and Klaipeda – 2,452 times.
The three cities were the most visible on the Facebook social platform. The biggest gap between the capital and other cities can be seen on Facebook (11.5 thousand mentions of Vilnius) and Twitter (2.4 thousand mentions of Vilnius). The least amount of reports on Lithuanian cities appeared on the YouTube platform.
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.
[ad_2]
