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The Warsaw Voice » Business » February 25, 2011
Business & Economy
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Polish Tourism Promoted in Berlin
February 25, 2011   
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Poland is the official partner country of this year’s ITB travel industry fair in Berlin, Germany, and wants to use this opportunity to intensively promote itself, especially in terms of tourism.

The ITB fair in Berlin is one of the world’s foremost travel industry events. This year the exhibition will be held March 8-13. Every year, the fair attracts about 10,000 exhibitors from 180 countries worldwide. This is a huge promotional event for the tourism industry that brings together industry professionals, politicians, diplomats, journalists and opinion shapers. Some 180,000 people visit the ITB fair every year on average. The fair also hosts government officials from many countries and various international figures. This year’s guest of honor will be the former president of Poland, Lech Wałęsa.

Poland will figure prominently at this year’s fair with a comprehensive program of promotional activities and a presence at the Messe Berlin fairgrounds and other public places in Berlin.

“Poland has been represented at ITB Berlin for many years,” said Rafał Szmytke, president of the Polish Tourism Organization (POT). “This year we will be playing a special role, and the eyes of the world will be on us. This gives us a huge opportunity to promote our country and we will be making good use of it. Our goal is to showcase Poland as an intriguing and original country that boasts tourist attractions unavailable elsewhere in Europe, a country that is young at heart, focuses on creativity and extensively uses modern technology. We want to show that Poland is an inspiring country that has style.”

As the official partner country, Poland will be able to promote itself through various communication channels provided by the fair organizers. Poland will also be the host country at the opening ceremonies, which will be broadcast by dozens of television stations. The aim of the Polish presence at ITB 2011 is to raise Poland’s profile as a country preparing to take over the rotating presidency of the Council of the European Union and to host the Euro 2012 UEFA European soccer championships in 2012 together with Ukraine. Those responsible for the Polish exhibition say they want to show Poland as a country of youthful vigor and creativity, a country with a diverse range of tourist services. An additional objective is to promote Polish cities, especially those selected to host the Euro 2012 tournament.

Katarzyna Sobierajska, a senior official at the Ministry of Sports and Tourism, said, “We have something to show and we can be proud of that. This year’s presentation of Poland in Berlin will show the new face of our country and the creativity of its inhabitants—while not forgetting traditional values, among them the hospitality of the Polish people, which is so appealing to foreigners visiting Poland.”

The presentation of Poland during the ITB fair will refer to the main promotional slogan for the country’s tourist services, “Move Your Imagination.” The opening ceremonies on March 8 are expected to attract a crowd of 4,500. The highlight of the evening will be a multimedia show telling the story of Poland and co-designed by Tomasz Bagiński, a young Oscar-nominated Polish film director and creative director of Platige Image, a studio that specializes in computer graphics, 3D animation, digital effects and promotional productions. The show will center around a white cube that symbolizes Poland’s openness and accessibility. The show will also feature comics, a picturesque film about the country’s natural attractions, culture, tourism and next year’s European soccer championships. There will also be a spectacular dance performance to the music of Paweł Pudło, choreographed by Agustin Egurrola and involving dancers from the Polish version of the international TV show You Can Dance.

The image campaign for Poland in Berlin is part of the long-term “Let’s Promote Poland Together” program coordinated by the Polish Tourism Organization and designed to promote Poland and Polish tourism. Last year the project included marketing efforts related to the tall ship Fryderyk Chopin and its cruise around Europe. In the coming years, POT plans more promotional projects under the slogan Move Your Imagination in countries including Germany, France and Britain.
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