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The Warsaw Voice » Other » June 3, 2009
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New Image for Mazovia
June 3, 2009   
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We recently asked tourists, residents of Mazovia and people who shape the development of the province what associations they have with the region and what the region's dominant features are in their eyes. The survey has shown that Mazovia's assets include its central location, rapid development, investment attractiveness, well-developed transport system, numerous academic centers, well-developed hotel industry, and a wide range of cultural and tourist opportunities. Mazovia is an open and hospitable region, one combining different cultures and traditions. It is also regarded as an attractive region with a huge potential which still needs to be discovered.

This is how the Mazovia of today wants to be perceived: as a modern region which has much to offer. Mazovia and Warsaw live in symbiosis and are linked in a way that means both benefit. Mazovia provides fertile soil for the development of Warsaw and provides a backdrop without which Warsaw's identity would not have been so distinct.

This is why it is important to create a new image for the region, enhance the local identity of its residents and show residents of Warsaw and tourists that they can find many attractive leisure opportunities in the immediate vicinity of Warsaw.

The government of Mazovia province has taken comprehensive measures to this end. The starting point has been the adoption of a strategy for the promotion of Mazovia province, a document necessary for the province government to be able to pursue a coherent and long-term promotional policy, all at a reasonable cost. The key objective of the strategy is to make Mazovia an umbrella brand, one giving a strong "seal of approval" for all the initiatives of the region. Independent brands should want to use the Mazovia seal of approval, which will boost their prestige and the quality of their products and services on the market.

In order to ensure consistency with the promotional policy pursued so far, a decision has been taken to refresh the logo of Mazovia and create a timeless and extensive brand identification system. The new logo incorporates Poland's national colors and starts with a heart-shaped letter M to symbolize that the region is at the heart of Poland. It ends with a full stop, which is supposed to mean that the region has everything one may need.

Thematic visual symbols have also been designed for the visual identification system as a graphic complement to the content of the message.

The effects of these activities will be presented to the public this autumn during a campaign highlighting Mazovia's new image and tourist potential. The activities will be carried out in a rational and cautious way. One of the leading advertising agencies in Poland, Opus B, has already designed a provisional creative concept. It is worth adding that Mazovia has chosen the WYG International and Brand Nature Access agencies to work out the promotional strategy and a new brand identification system. The layouts of billboards are in keeping with the new system. The simple and dynamic form with uniform colors will stand out against the varied urban landscape. The advantage of this idea is that the billboards can be changed and adapted to advertise other assets of Mazovia and all it has to offer by means of a coherent graphic language. This will make it possible to strengthen the Mazovia brand and create the required image.

Two new websites dedicated to tourism and culture in Mazovia will be launched as part of the campaign. Internet users will have an opportunity to find out about forthcoming cultural attractions and places they could visit on weekend outings.

The Mazovia celebrations of the Year of Chopin in 2010 will also be inaugurated in autumn. It will be the start of a year-long series of attractive cultural, entertainment and educational events commemorating the brilliant composer born 200 years ago.

We hope the activities undertaken by the Mazovia province government will encourage you to get to know more about Mazovia. We are convinced that every one of you will find something of interest here.
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