Polish Tourist Organisation
Promoting the winners of the 2014 PTO Certificate's 'Best Tourism Product'.
Scope
- Strategy
- Image Campaign
- Web development
Task
Less and less Poles are spending their vacations in Poland. How can they be encouraged to visit and discover the country’s most-interesting places?
unique users
Solution
A series of content marketing articles, presented in the form of riddles. They were published on a popular Polish travel website – podroze.onet.pl, and promoted the most interesting places in Poland in a unique way – by challenging the users.
Stage two was a web game testing users' knowledge about Polish tourist attractions. They had to finish it under time pressure. The game was located on a dedicated minisite, with attraction tickets as prizes.
Communication
We were responsible for creating a communication strategy and creative solutions for the Kickstarter campaign, as well as planning, creating and running multiple user acquisition campaigns with different target groups and creative lines.
Results
Kickstarter campaign successful!
unique users
conversion rate
lower CPC than market average
lower conversion cost than market avarage
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