Internationally renowned ambassadors, global reach and a contemporary story about Poland. Launched by the Polish Tourism Organisation in Warsaw, the “POLAND. More than you expected” campaign aims to present Poland to international audiences as a country full of inspiring experiences and positive surprises.Robert Lewandowski and Jesse Eisenberg are among the prominent figures involved in the project.
At the Royal Łazienki in Warsaw, the Polish Tourism Organisation officially launched one of its most ambitious campaigns promoting Poland in recent years. The event featured the premiere of three campaign films and a presentation of the project’s key objectives. Over the coming months, the campaign will run across five priority international markets.
The premiere reflected the campaign’s overall character: dynamic visuals, a contemporary style of communication and a story about Poland built not only around places, but above all around emotions, people and experiences.
More than a first impression
The campaign concept is based on a trend clearly identified in research conducted across international markets. Visitors to Poland often rate the country far more positively than they had expected before their trip. Once here, they discover a destination that is more diverse, modern and attractive than their previous perceptions had suggested.
It is precisely this gap between expectations and the actual visitor experience that is captured by the campaign slogan: “POLAND. More than you expected”.
The films premiered at the launch showcase Poland through a range of experiences: the energy of its cities, landscapes, culture, cuisine and opportunities for active travel. History meets the present day, while familiar landmarks are shown alongside less obvious sides of the country. Rather than offering a catalogue of attractions, the campaign creates a multidimensional story designed above all to spark curiosity and encourage audiences to discover Poland for themselves.
Ambassadors from different worlds
One of the campaign’s strongest elements is its choice of ambassadors. Robert Lewandowski brings global recognition and represents one of Poland’s most internationally recognisable personal brands. Jesse Eisenberg, an actor, screenwriter and director with Polish roots, gives the campaign an international dimension while also bringing a highly personal perspective.
Anja Rubik reinforces the image of Poland as modern and cosmopolitan, Maryla Rodowicz represents Polish popular culture, while the presence of Lech Wałęsa adds a strong historical and symbolic dimension. Nikodem Rozbicki, meanwhile, brings the perspective of a younger generation and contemporary Polish cinema. The campaign’s musical identity is co-created by Jimek, also known as Radzimir Dębski, renowned for combining different genres and artistic worlds.
Such a diverse group makes it possible to tell Poland’s story from many perspectives, creating a broad portrait of a country that cannot easily be reduced to a single association.
As Magdalena Krucz, President of the Polish Tourism Organisation, noted during the launch, the campaign films received a very positive response from their first public presentation.
“I am delighted that the first presentation of the campaign films has been so well received. We were able to invite exceptional personalities from the worlds of sport, film, fashion and culture to take part in the campaign, and each of them approached the project with great commitment and energy. We hope that this energy will also shape the way Poland is perceived abroad.”
30 seconds to spark curiosity
At the heart of the campaign are three video spots: short, dynamic films designed for audiences whose attention needs to be captured within the first few seconds.
Speaking at the launch, Nikodem Rozbicki described the challenge of working within such a format:
“With a format like this, every second counts. I feel we managed to strike the right balance: presenting Poland as a modern and exciting destination while at the same time retaining its history, character and all the context that is worth discovering.”
This balance is a key feature of the campaign as a whole. It combines history with the present day, the energy of cities with the diversity of Poland’s landscapes, and culture and local experiences with active ways of travelling.
Campaign launches across five markets
Promotional activities will be carried out in Germany, the United Kingdom, Italy, Spain and the United States. In addition to the main films, the campaign will have a strong presence across digital channels and social media, including YouTube, Instagram, TikTok and Facebook.
The project forms part of a broader plan to strengthen Poland’s national brand internationally. As Ireneusz Raś, Secretary of State at the Ministry of Sport and Tourism, emphasised during the conference, the campaign has been designed with long-term impact in mind.
“For months, we have been working consistently to strengthen the Poland brand. ‘POLAND. More than you expected’ is part of that plan. We want to associate Poland’s brand with recognisable personalities and strong brands, and we also want to see the impact of these activities reflected in future image and perception studies.”
The Warsaw launch marks the beginning of a new stage in the international promotion of Poland. “POLAND. More than you expected” does not attempt to tell the country’s entire story at once. Its aim is to spark curiosity, reveal Poland’s many different sides and leave audiences wanting to discover more.
The campaign was commissioned by the Ministry of Sport and Tourism as part of a public task and will run until 15 December. Its budget is PLN 7 million.
POLAND. More than you expected.
Polska. Więcej niż myślisz.
