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?

71,091

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.