Expectations vs. reality: unpacking the power of humour in Vilnius’s city branding

ENCity branding is a multifaceted process that intertwines various cultural, social, and economic aspects. In the context of urban branding, particularly in the case of Vilnius, the role of humour as a communication tool is gaining prominence. The objective of this study is to ascertain the impact of humour in Vilnius brand communication and to assess how humour affects the city’s brand image among diverse audiences. While conventional corporate branding strategies often prove successful in product marketing, they frequently encounter challenges when applied to cities due to their complex nature and diverse populations. This study explores the role of humour in city branding, examining its various manifestations from social media campaigns to public service announcements. The study employed a quantitative methodology, surveying 216 respondents. The results of the study demonstrated that incorporating humour into the customer experience can enhance the overall experience and cultivate a favourable image of the city. However, its application must be meticulously planned, considering the audience’s moods and expectations. The study found that humour is more readily accepted by younger demographics, although older demographics do not inherently reject it. The practical value of the study lies in its ability to offer a nuanced understanding of how humour can be strategically integrated into urban branding initiatives. Additionally, the scientific value of the study is underscored by its contribution to the development of theories concerning branding and cultural representation. Keywords: humour, city branding, image of Vilnius, marketing campaign, audience mood.