Delivering campaign management and press services for the European City of Culture 2022

The Brief


Kaunas the European Capital of Culture 2022, known as Lithuania's second city. Kaunas was awarded the European Capital of Culture 2022 along with Novi Sad and Esch-Sur-Alzett.  Kaunas has a complex history, one that has shaped the city's identity and had a strong influence on the city's bid and eventual win of the European Capital of Culture award. 

The Brief 

AM+A were contracted to increase global awareness of Kaunas in Lithuania, as the European Capital of Culture with a focus on European countries, specifically the baltic region. 

Our Solution

Long term strategy - Identify key activities and exhibitions of the Kaunas European Capital of Culture programme throughout the year, while focusing on the essential themes and the USP of the programme. Specifically themes that set the city apart from other Capitals of Culture in 2022, including, diversity, the city’s identity and it’s complex history. The Strategy included KPI's, campaign plans, target media, required content (including translations) and timelines for the city’s year as European Capital of Culture. 

Global press office - Create a suite of content, identified in the strategy, on key exhibitions, upcoming events and news stories. Proactively pitch stories to target media outlets across Europe and the rest of the world. While also reactively pitching in response to journalist outreach requests.  

Press Trip Programme - Collaborate with the client to implement a long term strategy for press trips, and create a standalone system that will be implemented for each trip. The system identifies roles and responsibilities of AM+A and the client, deadlines for invitations, required media information. 

Crisis management - Identify possible crises by analysing the events and exhibitions programme and the countries region. Create a communication strategy that is to be followed in the event of a crisis, with key contact information for the media to engage with.  

Paid media - Create a strategy for Media buying, to amplify the efforts of the press office, managing a budget of  and drive awareness of the Kaunas Programme for the key target audience members in Europe. 

International relations - Ad Hoc support to head of international relations as required. 

What They Said

"AM+A quickly became an extension of the Kaunas2022 team, managing the global communications strategy and generating international media coverage across all our key target markets. They consistently exceeded their deliverables and represented an excellent return on investment. Being shortlisted for the TravMedia 'PR Campaign of the Year' award is a testament to all of their hard work."
Mindaugas Reinikis, Head of Communications and Marketing for Kaunas2022

The Results

42 pieces of content created and translated into Polish, French, German, Swedish, Estonian 

2,328 Pieces of coverage since the start of contract

136 pieces of crisis coverage - relating to the Ukrainian War and Kaunas’ response.  

13K+ Total mentions across social media 

84% of Coverage in Key Target Market 

Countries with print, online and tv coverage include

  • Lithuania
  • United States
  • Turkey
  • Latvia
  • Sweden
  • Estonia
  • Croatia 
  • Germany
  • United Kingdom
  • Netherlands
  • Italy
  • Belgium
  • India

Coverage in national media outlets include, CNN, SVT, The Telegraph, Delfi, The Times, TV3 

Two press trips with a total of 70+ media attendees

Negotiated a saving of over 13,000 Euro across 12 adverts  

650,000 + digital impressions across paid media 

140,000 + circulation total across paid media 

Skills & Services Delivered

Content Creation

Strategy Creation 


Reporting and Analysis

Research and Analysis

Paid Media 

Earned Media 

Press Trip Management

Crisis Management

Global Press office 

Recent Work