If you’re like most Americans, you’ve probably never heard of Vilnius. It’s the capital of Lithuania and the country’s largest city—with almost 575,000 people. But the city may not go unknown for much longer, thanks to a “go for broke” new tourism campaign that uses an unlikely metaphor to draw attention to the travel destination.

The eyeball-grabbing campaign calls Vilnius “The G-Spot of Europe”, saying: “Nobody knows where it is, but when you find it – it’s amazing”. This tagline is accompanied on the Vilnius G-Spot website and Facebook cover photo with the image of a woman grabbing a map and crumpling it like a bed sheet. We’ll let you connect the innuendo.

While we can’t say for sure how many people have visited “The G-Spot of Europe” as a result of the campaign, we can say it has gotten a lot of attention. Most notably, the campaign was recently featured on the HBO series Last Week Tonight with John Oliver. Sometimes in marketing, making a bold move really hits the spot.