LIVE RīGA

New brand created for promoting Riga

A new Riga city brand LIVE RĪGA has been created to promote Riga as a Nordic metropolis. Behind the brand is a strong passion for the city, with Riga as both the ideal setting for its residents and a most attractive destination for the many tourists who enjoy it year after year.

Riga possesses something rather unique. It is a four-letter word, in the English language associated with meaning of love and life. This fact gives the opportunity to use short and memorable verbs to communicate the many different facets the city has to offer in conjunction with the word Riga: LOOK RIGA, STAY RIGA, FEEL RIGA, WORK RIGA. There are many voices in Riga, who want the city to live and to be lively and to be perceived as such in other parts of the world. No other expression than LIVE RIGA could capture this emotion better.

Five years from now, Riga will be ready to shine as the European Cultural Capital (2014). LIVE RIGA will be the city's platform for all activities that help develop and present the city as a modern urban center in Northern Europe. Riga will be known and respected for its gateway function between Northern, Eastern and Western economies and cultures. The cultural competence of Riga citizens will shine as a major asset that the city has to offer. Because the cultural identity of Latvians has always remained strong, it should set Riga apart as a place in the world, where unique experiences can be made and shared. Riga should be a great place for tourists to visit and much more: It should be a place where urban migrants, creative people and opinion leaders will want to live and network for the benefit of the city and its citizens ­ LIVE RIGA!

The new Riga Tourism Development Bureau founded by Riga City Council, airBaltic, the Latvian Hotel and Restaurant Association and the Latvian Travel Agents’ Association will be responsible for implementation of the new image and for promoting Riga’s as an attractive destination to live, study, work and visit as leisure and business tourist.

The city image has been developed by a German agency Embassy who are known for creating the image for the city of Berlin.