“Poland. Let Yourself Be Enchanted” is the name of the new winter campaign of Polish Tourism Organisation, intended to encourage tourists from Western Europe and Ukraine to travel to our country for Christmas holidays or New Year’s Eve. A stay of this sort is an excellent idea for a unique gift and an opportunity to enjoy unforgettable moments in Poland!
The “Poland. Let Yourself Be Enchanted" campaign is aimed at the residents of Austria, the Czech Republic, the Netherlands, Germany, Norway, Sweden, Hungary, Ukraine and Great Britain. According to analyses, tourists hailing from the countries listed above are most willing to travel to Poland in the winter season. While implementing operations connected with the campaign, Polish Tourism Organisation (Polska Organizacja Turystyczna - POT) cooperates with Regional Tourism Organisations and city municipalities. Particular countries will receive information about concrete cities or regions, such as Gdańsk, Lublin, Katowice, Kraków, Poznań, Toruń, Warsaw, Wrocław, Dolny Śląsk (Lower Silesia), Małopolska, and Pomorze (Pomerania). The message will be adjusted to the interests characterising the residents of a given state.
Appropriate language versions of the polska.travel website feature special tabs allowing tourists to become familiar with the offer of particular cities ands regions. Photos, videos and articles all present Poland’s must-see places. In addition, the website’s booking system allows visitors to book a stay in a given city on the spot.
“Poland. Let Yourself Be Enchanted" is implemented in two stages. The first one promotes Poland as a country of Christmas fairs and a place where you can purchase truly wonderful Christmas gifts. The second message will be convincing its target group that our country is the perfect place for spending Christmas holidays and the New Year’s Eve. In addition to an urban offer, the campaign shall present recommended ways of spending active time outside of big cities.
Operations staged as part of the discussed initiative are planned to take place in December 2018 and January 2019. The campaign is implemented through all the leading online communication channels: Facebook, Instagram and Google’s search engine. It will also be present in the largest horizontal portals of given countries. According to estimates, 80,000 guests will visit websites intended specifically for the purposes of this project.