Tartu’s spring campaign invites Latvian families to create memories in Tartu
Tartu City Government Press Release
/ On 2 March, a digital campaign promoting Tartu will launch in Latvia, inviting Latvians to enjoy their family holidays in Tartu. The campaign will focus on places that are exciting to discover with children, and the recently launched Riga–Tartu train connection.
‘The creative concept for the campaign is rooted in nostalgia. When you ask people about their childhood travel memories, they remember shared moments, not specific sights. In today’s fast-paced, screen-centred world, shared moments with family have become a valuable commodity, which train travel and Tartu’s attractions can help to create in a natural way,’ said Marleen Kirsip, marketing manager for the city of Tartu.
The campaign’s target audience is families with children in Riga and the surrounding areas who value quality time together, stress-free travel, and meaningful experiences. To convey this feeling, the campaign uses ‘developed’ photos taken with an analogue camera. It also uses playful messages such as ‘Tu tu uz Tartu,’ echoing the sound children make when imitating the sound of a train whistle.
Annika Ojasaar, Head of Tourism for Tartu, noted that in recent years Latvia has become Tartu’s strongest and most stable foreign market. ‘The number of Latvian visitors has not only recovered compared to 2019, but has also grown significantly. Estonia’s only international train connection, between Riga and Tartu, will certainly sustain this growth,’ she added.
The campaign budget is EUR 23,000, with approximately half being allocated to creative solutions and the remainder to digital media. In addition to Meta and Google channels, the digital media plan includes the Latvian school system’s web platform E-Klase.
The campaign’s creative and digital partner is the WRONG Agency (Latvia), a digital agency that has gained wider recognition for its work on projects such as ‘Cold Soup War / Riga vs Vilnius’ and the destination marketing campaign ‘Riga – Crazy Calm’.
The active campaign period runs until 24 April, although activities targeting the Latvian market will continue beyond that date.
Last changed 27.02.2026
