Kaunas, as a dynamically developing second-largest city in Lithuania, is constantly seeking innovative ways to strengthen its position among European cities. From March 24^th to 28^th, attention to this topic was dedicated during the international blended intensive programme (BIP) Place Branding Using Creativity Methods held at Kauno kolegija Higher Education Institution (HEI). This programme focused on innovative ways to shape the city’s image and brought together students from the Faculty of Business’s Tourism and Leisure Management and Communication departments. The project also included students of seven nationalities from five countries – Belgium, Latvia, Finland, Croatia, and Lithuania, including citizens of India and China.

Student creativity for the benefit of city tourism

In today’s world, a city’s image is not just about architectural heritage or historical memory, but also about the strategic creation of emotional connections with potential visitors, the formation of engaging narratives that reflect the city’s unique character, and the offering of unforgettable experiences that invite exploration and living.

During the program, the following ideas were proposed:

• • Positioning Kaunas as the basketball capital, emphasising the Žalgiris phenomenon;
  • Focusing on the couples segment and solo travellers, creating romantic stories and emotional connections;
  • Attracting Chinese students by combining Kaunas’ historical heritage with basketball culture and offering personalized routes;
  • Organising an illuminated night marathon;
  • Representing Kaunas as a city of positive emotions and green nature.

After evaluating the teams’ proposals, it was recognised that each team presented promising and practically applicable ideas, so it was decided not to select individual winning teams.

Viktorija Navickienė, Head of the Communication Department, notes that she was particularly surprised by the students’ creativity in creating promotional videos and posters to present their ideas: ‘Students not only mastered the essential principles of visual communication but also managed to translate Kaunas’ uniqueness into compelling stories tailored to the target audience’s needs.’

The students’ ideas surprised even Raimonda Patapavičienė, Project Manager of the Tourism and Marketing Department at the Kaunas City Tourism, Marketing and Business Agency Kaunas IN. ‘I am surprised, I did not expect it. From each student team’s presentation, I wrote down ideas that we may implement in the future. We always welcome unexpected, fresh, and surprising ideas and a different perspective on our city,’ she shared her impressions after the final idea presentation event.

The secret of success – interdisciplinary collaboration

Throughout the week, students worked in teams, applying innovative methods to create effective tourism strategies: participants analysed the market, examined the competitive environment, and developed practically applicable solutions, while collaboration with colleagues from various countries fostered a broader perspective on city image formation.

Jūratė Dabravalskytė-Radzevičė, Head of the Tourism and Leisure Management Department, was pleased that this year’s event was a success: ‘Such projects help students develop both personal and professional competencies. We prepared a targeted cycle of lectures for the students to foster their creativity and problem-solving-based learning. Kauno kolegija HEI has many business and public institution partners to whom our specialists provide consultations. It is very gratifying when students can contribute to the proposals, and their created solutions can be practically implemented.’

The BIP programmes at Kauno kolegija HEI are not only an academic experience but also an opportunity to create real changes, improve personal and professional skills, and gain intercultural experience. This is an excellent example that student ideas are a unique resource that can inspire even experienced professionals and become implementable proposals.