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The Warsaw Voice » Regional Voice » June 3, 2014
The Lubelskie Voice
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Lublin Province: For a Day or More
June 3, 2014   
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Piotr Franaszek, director of the Promotion and Tourism Department at the Lublin Province Chairman’s Office and president of the Lublin Regional Tourist Organization, talks to the Voice.

Earlier this year, a range of television channels started airing advertisements with the slogan “Lublin Province: For a Day or More.” The campaign continued on billboards in cities across Poland. What’s the main message of this campaign?
Like our earlier campaigns in 2009-2012, this is an image campaign and has been conducted as part of an EU-funded project called “Economic Marketing of Lublin Province.” It is also a follow-up to a campaign that promoted Lublin province’s economy last year on CNN in Europe, Asia and Africa. As we design our image campaigns and those that promote individual sectors of the economy, we make sure they are in synergy with projects carried out to promote eastern Poland by the Polish Tourist Organization and the Polish Information and Foreign Investment Agency.

The current campaign is being conducted on all major television channels in Poland and several specialty channels, including the Discovery Channel, Animal Planet and National Geographic. It is part of a promotion strategy we adopted several years ago as a tool to manage the region’s development. Our goal is to catch the public’s interest and encourage people in Poland and other European countries, especially those who live in metropolitan areas, to visit Lublin province. The region is being advertised as a place where you can find many opportunities to relax and connect with unpolluted nature, unwind, feel free and just savor life. This sends across a positive image of Lublin province as a friendly place. Other than tourists, this message is meant to draw investors and make them realize this is a region worth settling in to start a new business and, perhaps, buy a house, or even build a new one.

Like other parts of eastern Poland, Lublin province is commonly regarded as an underdeveloped region that is difficult to access. It also borders Ukraine, where unrest is ongoing. That could be a cause of concern for some...

Just because Lublin province is a rural, farming region whose economy relies on traditional agriculture does not mean we are a backwater. We are among Poland’s leading producers of quality food, including certified organic products.

The proximity of our neighbors Ukraine and Belarus, which are located outside the Schengen Area [passport-free travel zone], does not pose any extra risk and all studies show that Lublin province is, in fact, one of the safest regions in Poland. Lublin province might be located far from western Poland and the rest of Europe, but transportation has been steadily improving with new and renovated roads, rail lines and flights. Planes from Lublin Airport fly to London (Stansted and Luton airports), Oslo, Frankfurt, Milan and Rome, and the Lublin section of the expressway from Warsaw to the eastern Polish border is nearing completion. New bridges are being built across the Vistula River to provide better links with central Poland. Finally, state-operated trains, which deteriorated in recent years, are being replaced with state-of-the-art rail buses running on regional routes.
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