This is the first image-building campaign that Poland has launched on such a large scale in cooperation with ministries represented in the Council for the Promotion of Poland. It consists mainly of a TV spot promoting Poland and is aired simultaneously on four popular superregional TV channels (BBC, CNN, Eurosport i Sky News).
A well-known photographer, Chris Niedenthal, who took the famous martial law picture showing an armoured personnel carrier parked outside Warsaw’s movie house called “Moscow” showing “Apocalypse Now” talks about the changes that occurred in Poland. Niedenthal is a witness to Poland’s last 40 years of history. We see Poland’s civilizational leap of the last 25 years through his eyes.
The idea behind the TV spot was to show the extraordinary energy that Poles have and which helped them to successfully transform the country, rather than emphasize Poland’s tourist attractions.
The TV ad which premiered on 3 June on CNN is a way of saying thank you to Poles who helped the country achieve its great success in the course of the 25 years of transition and modernisation. Foreigners are invited to take a closer look at Poland and to immerse themselves in their energy
The script was selected in a competition by a jury composed of representatives of different ministries and marketing experts. The TV spot was produced by Saatchi&Saatchi, one of Poland’s and the world’s best advertising agencies, while the campaign slogan and logo were created by the late Wally Olins, a leading nation branding specialist, and his London-based company Saffon Brand Consultants.
The promotion campaign, which was announced on 19 May on posters and billboards in London, was financed with EU funds saved by Poland during its Presidency of the EU Council (around PLN 8.4 million). The bulk of the campaign’s budget will be spent on buying air time in foreign media.
Source: Press Office Ministry of Foreign Affairs
Photo © Chris Niedenthal. “Polska. Spring into new”
