Polish Tourism Organisation’s Golden Pins image campaign applied both social media and Google Ads for promotional purposes.
The goal of the campaign was to sustain interest in Poland and remind domestic and foreign tourists about the country’s impressive potential as an attractive destination that should be included in travel plans once the current restrictions are lifted. The project was based on the promotion of 16 destinations awarded with Google Maps’ coveted 2020 Golden Pins recognising places most appreciated by Google Maps users. Last year’s list of winners included, i.a. world’s largest castle in Malbork, the African-themed oceanarium in Wrocław, Kraków’s Old Town (first site chosen for UNESCO’s World Heritage List), and the 89 green hectares of Cytadela Park in Poznań. Special articles dedicated to promoted must-sees were published on Poland’s national travel guide website (https://www.polska.travel/pl) and its foreign language versions. For the full list of distinguished attractions, see: https://www.polska.travel/pl/zlote-pinezki.
The project in question covered 24 markets, generating 170 million views and reaching an audience of 57 million.