We highlighted Poland's unique cities, what they have to offer and how British travellers can experience them like a local.
The Polish National Tourist Office, based in London, tasked us to raise awareness of three of Poland's cities, Poznań, Lublin and Łódź. The goal was to create a go-to long weekend destination for young, digital-savvy Brits looking to escape their everyday norm and discover culture, history, art and new experiences.
A key influence on choosing a holiday destination is hearing other people's first hand experiences and recommendations. We wanted to create a concept that harnessed the experiences of other travellers, uncovering the authentic culture, lifestyle and history of Poland to drive engagement with the campaign.
Through our research we discovered the importance of recommendations and influence when booking a holiday. Our key takeaway was that, by harnessing social proof and peer influence through a creative campaign, we would be able to connect with the audience in an authentic way.
of people admitted hearing about other peoples’ experiences inspire them to give new things a try.
of consumers will take action based on recommendations from people they personally know.
of people trust in peers, far more than any other group they interact with.
We created three ads, one for each of the cities we wanted to showcase. Each advert focused on a key aspect of the city. Poznań focused on food, Lublin highlighted its history and culture, and Łódź showed off its art and design. We combined photography with a hand drawn illustrative overlay to highlight the hidden gems of each city. The addition of a voiceover allowed us to share previous travellers’ recommendations.
The main KPI for this campaign was a unique user reach of 750,000 and we were pleased to surpass this by over 36%.
Total unique user reach
Engagement rate
