Małopolska Tourism Organisation –360 campaign
CLIENT
Małopolska Organizacja Turystyczna
INDUSTRY
Culture
CAPABILITIES
Brand Communication
Brand Identity
Brand Strategy
Illustration
The Lesser Poland region is one of the most popular tourist destinations in the country, and Kraków itself is the most visited city in Poland by tourists from all over the world. Each year, the attractions of the region draw over 15 million people. However, this number decreased during the pandemic, which is why our client – Małopolska Tourism Organization turned to us to prepare a new brand strategy, positioning and creative concept to attract new groups of tourists without forgetting about the challenges related to Covid-19 and safety.
Challenge
Finding the right balance between presenting the attractions of the Lesser Poland region and the history of Kraków was key for this project. Our primary task was to create a communication strategy aimed mainly at tourists from Germany and Great Britain, and then dress it up with a creative theme, which would be adapted to various media – from TV advertising, through a dedicated landing page, to social media content.
All materials were prepared in two languages and could be easily translated for other countries, including Poland.
Solution
We based our creative approach on the theme of openness – extending a warm welcome to guests, while showcasing the best the region has to offer – its rich history, culture, cuisine, and breathtaking views. In the video spots we used fast cutting to emphasize the message and highlight as many appealing locations as we could. We also adopted a collage theme for the key visuals, which served as a foundation for the campaign’s brand heroes.
We produced five TV commercials in three languages and created five essential visual adaptations, setting the scene for a broad campaign across major international news and travel portals.
Additional Role
Given that the campaign took a comprehensive 360-degree approach and covering multiple media channels, we assumed a leadership role in supervising the integration of all the vital communication strategy components across a diverse network collaborators, including media houses, event agencies, and photo and video shoots. Leveraging our expertise in brand governance, we ensured consistency and synchronized the implementation of our creative concept.
Outcome
The campaign’s success was evident, with our spots being viewed over 15 million times in the first year, primarily on YouTube. This positive reception led the client to decide to adapt and broadcast the campaign on Polish TV as well. There are plans to expand the messaging to other countries while maintaining the same style and creative approach, fulfilling our goal of creating a universal and easily adaptable campaign theme.
As a Kraków-based agency, we took pride in witnessing our designs and strategies come to life. In 2023, the client, in collaboration with Poland’s largest radio station “RMF,” launched a spectacular promotional campaign centered around our creative theme, utilizing the Polish railways. Most importantly, the campaign resulted in a tangible increase in new tourists visiting the region.
