Polish Tourism Organisation conducted a highly successful promotional campaign applying the Pinterest platform. Aimed at the UK market, the campaign’s goal was to get through with its message to people looking for holiday inspirations.
The turn of the year is a crucial point in the UK tourist market. It is precisely in December and January that British travellers decide where to go for their next holidays. The Pinterest platform campaign was developed to promote city tourism (Warsaw, Kraków and Gdańsk) from the perspective of highlights such as local cuisine, historical monuments, culture and UNESCO sites.
The promotional undertakings applied both photographs and videos. The ad set selected in this way generated an excellent result and reached 639,000 unique users (compared to minimum threshold of 30,000) and 1,660,000 views. “7 great winter destinations in Poland”, “Street food in Kraków” and “7 reasons to fall in love with Kraków” were among the most popular ideas, along with the “Escape to Poland” video viewed 209,000 times.
The campaign lasted three months and was conducted in December and January. Pinterest is becoming one of the most important advertising platforms applied by more and more national tourism organisations all over the world. United Kingdom alone has 12 million unique users, 72% of whom apply Pinterest for making purchase decision. Only last year Pinterest recorded a growth of 248% in the travel category, while the average lifespan of a pin is 151,200 minutes compared to 90 minutes of Facebook posts or 24 minutes of Twitter tweets.