The Polish Tourism Organisation (POT) is running a campaign in Italy to promote Poland’s tourism offering together with the most up-to-date safety guidelines. Targeted at consumers as well as travel agents, the campaign is being carried out using specialised channels.
The Italian market is the target of an online campaign launched at the start of July (and continuing until October), promoting Poland’s tourism offering and highlighting the image of Poland as a safe country. The campaign is being run by the POT International Office in Rome on two booking platforms: lol.travel and revolution.travel.
The former platform is addressed to consumers and offers a flight search engine as well as a wide range of other tourism products, such as hotels and car rentals. As one of its functionalities, the platform suggests combinations of different services as packages, making it a developed form of OTA. The revolution.travel portal is similar, but is targeted exclusively at travel agents, who can use it to create packages for their customers.
The POT International Office prepared a series of promotional materials for the campaign, including a landing page with information about Poland, links to the Italian language and market version of the National Tourism Portal, and a promotional video entitled Polonia: Trailer ufficiale. The promotional content includes information on the easing of restrictions and the rules for visiting Poland, travel inspirations, interesting titbits about nature in Poland as well as two blog articles: about summer in Poland spent relaxing amid nature, and about active tourism.
Poland is also being promoted through banners, newsletters and social media as part of the campaign. Two webinars are scheduled for autumn, their main theme being cities: Warsaw, Wrocław, Kraków, Gdańsk, Poznań as well as the Warmia and Masuria region.