#PoloniaDaRecord – rekordowa Polska (Record-Breaking Poland) is the slogan of the campaign prepared by the Polish Tourism Organisation to promote Poland in connection with the XXV Olympic Winter Games in Milan. The activities combine presence in the city’s public spaces, participation in key tourism trade fairs, and communication across digital channels, creating a consistent brand narrative. The campaign’s assumptions and details were presented during yesterday’s press conference by Magdalena Krucz, President of the Polish Tourism Organisation.

The promotion of Poland in Milan is comprehensive, multi-channel and long-term. The campaign is visible where urban life takes place: along commute routes, in public transport spaces and in locations visited by both residents and international guests attending the Olympic events and related activities.

An intensive outdoor advertising campaign is being carried out in the city, including displays in the Milan metro, a personalised tram and a fleet of city buses. This makes Poland part of Milan’s everyday landscape and reaches a broad, diverse audience. The campaign will run for 7 days (metro, coinciding with the BIT fair week) to 28 days (tram and buses). In total, it will cover 123 advertising spaces, with an estimated reach of over 15 million people.

A key element of the campaign is Poland’s participation as the Official Destination Partner at the BIT – Borsa Internazionale del Turismo international tourism trade fair in Milan (10-12 February). Poland will present itself at a National Stand designed for high visibility and easy access for visitors, encouraging business conversations and inspiring meetings with industry professionals. Cities including Warsaw, Łódź and Częstochowa, regions such as Małopolska (Lesser Poland) and Dolny Śląsk (Lower Silesia), as well as industry partners and PLL LOT, will showcase their offerings at the stand. Destination Partner status guarantees Poland extensive media exposure: presence in all press and promotional materials of the fair, as well as intensive communication in the organiser’s own channels, including social media.

The opening of the fair will be highlighted by a Chopin concert on the main stage, featuring two pianists: one Polish and one Italian. This symbolic gesture will emphasise the shared cultural dimension and dialogue, connecting Polish music with the Italian host context. Following the concert, guests will be invited to a Polish tasting session, providing a culinary complement to the programme and an opportunity to experience exceptional Polish hospitality.

At the same time, in February, two wide-reaching online campaigns will launch: one on social media and the other on the largest internet portals. Both will be carried out under the common slogan and hashtag #poloniadarecord, presenting Poland as a diverse, modern and inspiring country. The campaigns will highlight Poland’s strongest assets: nature, active tourism, gastronomy, cities and culture, traditions, slow tourism and wellness offerings.

All these activities form a consistent and attractive brand narrative aimed at strengthening Poland’s recognition as a destination offering high-quality experiences. The campaign targets both enthusiasts of activity, culture and nature, as well as those seeking authenticity, relaxation and quality of life.