If you are in Amsterdam, Rotterdam or other important cities in the Netherlands these days, you might notice some posters of Polish cities and winter landscapes. Don’t worry, you are not in the wrong place: this is just a massive Polish image campaign, launched in this part of Europe, as an effort to lure Dutch tourists. Pay attention to the banners, as they could land you a trip to Warsaw!
The Polish Tourist Information Centre (PTIC) in Amsterdam launched an impressive promotional campaign in various cities in the Netherlands, including Amsterdam, Rotterdam, Utrecht, Almelo, Groningen, and Eindhoven. This is the largest Polish outdoor campaign in the Netherlands to date, and includes more than 150 billboards, nearly 200 advertising banners, and several megabillboards. “Its central theme is the watchword: Polska. Come and find your story,” explains Dominika Szulc, Manager of PTIC in Amsterdam.
‘At first, the campaign was supposed to include four cities: Amsterdam, Rotterdam, Utrech, and Eindhoven. However, thanks to a great cooperation with Clear Channel, we have managed to expand free of charge to additional cities, i.e. Almelo, Arnhem, and Groningen, as well as a few smaller towns, including Assen, Dronten, Rijnwoude, and Gouda,’ said Andrzej Pawluszek, Deputy Manager of the Amsterdam Centre, who is responsible for the campaign.
The banners feature Polish cities and a competition awarding a trip to Warsaw, while the billboards promote also Polish winter landscapes in winter colors and shades.
This is a major promotional effort for Poland which also includes the promotion of Polish cities on the website of the largest daily newspaper in the Netherlands, “De Telegraaf.” There is also an online contest – with a luring award consisting in a free trip to Poland. You may even notice a tram with featuring an advertisement of Poland running along the streets of Hague (until the end of January 2014). A newsletter was also sent as part of the campaign. This campaign is part of the wider Polish campaign in The Netherlands, “Poland. Come and find your story”, running since late July 2013 until January 2014.
Recent data suggests that the Dutch are interested in visiting Poland as they see it as relatively close to home and cheap, which makes this campaign a very inspired effort especially with the winter holidays just around the corner.