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The Warsaw Voice » Business » February 6, 2008
PROMOTION
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Would You in £ód¼?
February 6, 2008   
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The city of £ód¼ is gearing up for another season of a marketing campaign on BBC World to promote itself as a major city in the center of Europe.

The 30-second commercial promoting the city, entitled "Would You in £ód¼?" was shot in the summer of 2007. It will run 470 times in total. It was first shown last year, from Sept. 3 to Oct. 7, when it was aired a total of 235 times, and the next round of the campaign is scheduled for March.

Why this timing? "These are very good business months, with numerous conferences and trade events, when people don't go away on vacation in great numbers," said Justyna Jedlińska, director of the £ód¼ City Administration's Bureau of Promotion and International Cooperation.

"We decided together that what makes £ód¼ special is its Piotrkowska Street and the Poznański Palace," said Jerzy Kropiwnicki, mayor of £ód¼. The aim is to promote £ód¼ as a potential European Capital of Culture, a title the city is seeking to secure in 2016, he added.

Kropiwnicki says £ód¼ needs promotion more than other cities in Poland such as Warsaw, Cracow or Gdańsk, which are better known in Europe. "We have to make a great effort to achieve this, starting with making our city's name more friendly to foreign speakers," says Kropiwnicki. "Though short, it is almost impossible to pronounce for foreigners."

Lissy Jones from BBC World said the first part of £ód¼'s advertising campaign had three goals: to promote the city as a vibrant urban center, make viewers aware of its place on the map of Europe, and teach viewers how the city's difficult name should be spelled and pronounced. The slogan coined by the Brits is for good reason: "would you…" sounds very much like "£ód¼."

Polls shows that one-third of viewers remembered the commercial after its first showing. More importantly, they still remembered it in November, after the first season of the campaign had ended.

The commercial's effectiveness is also proved by the fact that after the first season of the campaign, every third viewer was aware of £ód¼'s existence; previously, this awareness stood at about 2 percent. The first leg of the campaign reached 6.6 million people, and the commercial was watched a total of 10 million times. Moreover, the campaign was efficient financially, city officials say, because the cost of reaching 1,000 viewers was just $12.

The whole campaign, including the production of the commercial and its airing, has cost £ód¼ $250,000. "This is money well invested," says Kropiwnicki. "I had no doubt about that from the start."

Maria Sondej
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