Live Riga?

Yesterday, nineteen Latvian representatives met with 60 Moscow tourism officials, journalists, and freeloaders after free cocktails and finger foods to launch the Live Riga campaign. The campaign urges Russians to spend their Christmas and New Year's Eve holidays in Riga.
"So is it 'Live Riga' like in 'Don't let it die'?" asked Sergei Matveyev, chief of the Russian tourism delegation. "Or does it mean 'a happening place'? And if that's the case, why isn't it 'Riga Live' or something to do with 'Alive'?" Others wondered whether the campaign should not have been in Russian. "I guess the only thing we can all agree on is that the campaign should have been done earlier," noted Matveyev, stabbing with his toothpick at a plate of tiny hotdogs.