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The Warsaw Voice » Special Sections » September 30, 2013
Discover Poland at Weekends
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16 Takes on Poland
September 30, 2013   
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Marketing a country as unique and diverse as Poland presents a major challenge for tourism and advertising professionals. The Polska. Come and Find Your Story campaign by the Polish Tourism Organization takes a new approach to tourism products, conjuring up the promise of a soul-searching journey in an intriguing country.

The campaign uses photographs of special, beautiful places in Poland, and evokes a fairy-tale atmosphere. This backdrop aims to depict Poland as a country which encourages visitors to pursue their dreams. Rafał Szmytke, head of the Polish Tourist Organization, says themes from fairy-tales used in the campaign refer to archetypes and symbols which shaped people’s ideas of Poles and their lives.

Polska. Come and Find Your Story is designed to stimulate viewers’ imagination and the photographs it uses are arranged to suggest that there are places in Poland where characters from the most colorful and memorable fairy-tales and legends come to life. With some luck and imagination, visitors to Poland can become enchanted characters themselves, choosing from the wide variety of Polish regions.

“Associations with the realm of fairy-tales and dreams are intended to encourage people to visit Poland, a country where anything is possible, because Poland has been shaped by unique and inspiring things. Every region has different stories and legends to tell and different opportunities to offer. The catchphrase we have been using to promote tourism in Poland, ‘Polska. Move Your Imagination,’ takes on a special meaning in this campaign, serving as a clue as to how to read our advertisements.”
Rafał Szmytke

16 Takes on Poland

Lower Silesia province
Mountains, castles, palaces and the picturesque city of Wrocław where local gnomes take visitors on a tour.

Kujawy-Pomerania province
For everyone who enjoys spending time in beautifully located health resorts and enchanting nature.

Lublin province
Where the cultures of the West and East meet. Check out the Magicians’ Carnival in Lublin, a festival for fans of art, magic and theater

Lubuskie province
Enjoy nature and adventure in the region with the most forests in Poland. This is the place for everyone who likes active forms of relaxation.

ŁódĽ province
Movies, music and fashion from the latest Pantofelek (Glass Slipper) collection at the Manufaktura shopping mall.

Małopolska province
Cracow never falls asleep at midnight—the historical heart of Poland keeps beating and draws tourists with a magical atmosphere and glorious historic buildings.

Mazovia province
A fun-packed region for active tourists who like historic sites and are ready for an encounter with the Warsaw Mermaid.

Opole province
A magical bicycle trail takes you through a land of cultural and natural treasures.

Podkarpacie province
Explore the unexplored. Something for adrenaline seekers and something for business people.

Podlasie province
Harmony with nature in the least urbanized part of Poland—spot rare animal and plant species.

Pomerania province
For those who love beautiful, historic buildings and for everyone in love. Take a walk through Gdańsk to the romantic seashore.

Silesia province
Bicycles, rock climbing... Feel the positive energy!

¦więtokrzyskie province
An enchanting region where, taking a ride along a bike trail, you can bump into heroes from legends.

Warmia-Mazuria province
A paradise for fans of water sports and angling. Fish taste best in the Mazuria Lake District!

West Pomerania province
A sailor’s heaven, with many waterways, canoeing routes and seaside health resorts where attractions await every tourist.

Wielkopolska province
A wonderland with many historic sites, breathtaking castles and the city of Poznań, which hosts the largest international trade fair in Poland.

For further information go to

The campaign is financed using EU funds. It was launched in June 2011 and was initially carried out in France, Germany and Britain. In the third quarter of 2012, the campaign expanded to take in Sweden, Belgium, Denmark and the Netherlands and, in June 2013, Ireland, Italy, Spain, Russia, the Czech Republic and Ukraine. In the third quarter of 2013, the campaign will be launched on selected Asian markets in China, India and Japan.
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