Tartu, Estonia, is actively courting families in Latvia with a new online advertising campaign. The campaign focuses on attractions for children and emphasizes the ease of travel now available via a recently established train connection to Riga.
Campaign Focuses on Shared Experiences
The marketing strategy centers on evoking nostalgia, according to Marleen Kirsip, marketing manager for the City of Tartu. Kirsip stated that people tend to remember shared experiences from childhood travel, rather than specific landmarks. The campaign aims to capitalize on a perceived need for quality family time in today’s “fast-paced, screen-centred world.”
Growth in Latvian Tourism
Annika Ojasaar, head of tourism for Tartu, reported that the number of visitors from Latvia has increased significantly since 2019. Ojasaar believes the new train connection – Estonia’s only international rail link – will support maintain this growth.
The advertising campaign specifically targets families with children in Riga and surrounding areas who prioritize quality time, stress-free travel and memorable experiences.
Frequently Asked Questions
What is the focus of Tartu’s new advertising campaign?
The campaign highlights places in Tartu to visit with children and the convenience of the new train connection to Riga.
Who is the target audience for this campaign?
The target audience is families with children in Riga and the surrounding areas who value quality time, stress-free travel, and meaningful experiences.
Why does Tartu believe it will continue to witness growth in Latvian tourism?
Annika Ojasaar stated that Estonia’s only international train connection, between Riga and Tartu, will sustain the growth in Latvian visitors.
Will this campaign lead to a sustained increase in tourism from Latvia remains to be seen, but the city is clearly investing in attracting this key demographic.
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