Poland’s promotion campaign in CNN proves fruitful

05.11.2009

CNN viewers think Poland has got rich culture, outstanding image, experiences robust development and is an attractive investment destination.

Frame from the ad promoting Poland’s economy

The Ministry of Foreign Affairs in co-operation with the Polish Information and Foreign Investment Agency, the Polish Tourist Organisation and the Ministry of Culture and National Heritage realised a promotion campaign of Poland. During the 18-month TV campaign CNN broadcast spots promoting Poland which portrayed the country as an attractive investment and tourist destination. The promotion project was joined by the biggest Polish cities – Warsaw, Cracow, Gdańsk, £ód¼ and Poznań.

The campaign accompanied a series of TV programmes entitled “Autumn of Change” which focused on changes which took place in Poland after 1989. The programmes comprised of everyday TV live reports and documentaries from different Polish towns and cities which were prepared by CNN's correspondents.

A survey conducted among CNN viewers in the UK, Germany and France indicates that the campaign reached the expected goal. Respondents were of the opinion that Poland has rich culture (66% of regulr CNN viewers and 75% of those who saw Poland’s adverts), created its own specific and outstanding image (50% and 62% respectively), is one of the fastest developing countries in Europe (49% and 57%), is an attractive tourist destination (48% and 60%) and offers interesting investment opportunities (42% and 56%). The campaign has also effectively encouraged the viewers to visit Poland. 58% of those who saw the adverts declared they would be eager to come to Poland.

The campaign was not the first initiative jointly realised by institutions responsible for Poland's promotion. Last year a similar project carried out by the Ministry of Foreign Affairs, the Polish Information and Foreign Investment Agency, the Polish Tourist Organisation and LOT Polish Airlines resulted in a 12-month promotion campaign during which CNN broadcast 625 spots presenting Poland as a reliable business partner and a place offering various tourist attractions. (CNN)