Foreign Ministry launches international campaign promoting Poland
May 20, 2014
"Polska. Spring into" is a slogan of an international advertising campaign launched by the Poland’s Foreign Ministry on Monday to show Europe how much Poland has changed in the past 25 years.
“Look at Poland. See how much we have achieved and what we can offer to Europe” is the message of the campaign that will be run in the United Kingdom, Germany, Belgium and Sweden through November 2014.
The campaign was organized on the occasion of three important Polish anniversaries: the 25th anniversary of the historic elections in June 1989 leading to the fall of communism, the 15th anniversary of joining NATO and the 10th anniversary of joining the European Union.
It is meant to show that Poles can be a driving force behind many positive changes, and how much the country has changed in the past 25 years.
As of Monday outdoor posters promoting Poland can seen in 150 locations across the British capital, including Heathrow Airport, Oxford Circus, Victoria and Leicester Square tube stations as well as Lonodn telephone booths.
In addition to the posters, four key international TV channels: BBC World News, CNN, Eurosport and Sky News will broadcast commercial spots about Poland.
Both the spots and the posters were created by Saatchi&Saatchi advertising agency selected in a competition.
“The campaign that also covers social media and public space will include interactive competitions about the anniversary of the first partially free elections in Poland,” Poland's foreign ministry press office said.
A consortium formed by two companies selected in a public tender – Profile Sp. z o.o. and FleishmanHillard Sp. z o.o. – is responsible for this part of the project.
The campaign will cost PLN 8.4 million and is financed from EU funds.