Description
Estonian-Latvian war over the birthrights of Christmas tree was a PR-campaign developed and executed by KPMS in November and December 2010. The aim of the campaign was to create attention to Riga and support the reputation of its tourism products in Estonia and elsewhere in the world, as well as increase the number of tourists visiting Latvia. As a result of this small-budget PR-campaign, “war over the birthrights of a Christmas tree” was a popular topic in Estonian media throughout the Christmas holidays. The campaign that was initiated in Estonia paradoxically triggered international media coverage of Riga’s ambition to claim itself the birthright of the world’s oldest Christmas tree. This so-called war was covered by international media channels from AFP to Chinese national television. According to Air Baltic, in Deceber 2010 the number of passengers flying from Tallinn to Riga increased 14% comparing to the previous year.
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producer
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projektijuht