Billboards which appeared on May 19, 2014 in many places in London are only teaser ads of an image-building campaign which refers to the 25th anniversary of freedom. The campaign’s key element will be a promotional commercial of Poland which could be watched on pan-regional TV stations around Europe, among others on CNN and Eurosport. The commercial is not meant for the Polish market. Its message will be universal, hence the campaign’s slogan “Polska. Spring into.” exists only in the English version.
“The commercial will have a distinctive protagonist, linked to Poland’s history. A person who connects the Polish and Anglo-Saxon circles. Right now we can’t tell who he or she is so that the campaign doesn’t lose its element of surprise,” discloses Marcin Wojciechowski, the MFA Spokesman.
What has caught large media large attention was the use of the word Polska instead of “Poland” in an English campaign slogan. This proves the slogan is working. The campaign to commemorate the 25th anniversary of regaining freedom was based on the “Rules for communicating the POLSKA brand”—the first joint document prepared by the Council for the Promotion of Poland. “Council members have unanimously agreed to use the word Polska consistently while promoting our country, irrespective of the target audience. It’s a unique name which can’t be mistaken for any other. With this campaign we’re acquainting the ear of the English-speaking public with the word Polska,” explains Paweł Tyszkiewicz, director of SAR Marketing Communication Association, who worked on the “Rules for communicating the POLSKA brand.”
The campaign catchword was created by Wally Olins, world-famous British branding specialist, who was behind the promotion of Spain, Portugal and New York.
The slogan plays on the ambiguity of the word “spring”. “Spring” could be springtime, or freshness and strength, but also the device, which absorbs and releases energy. Finally, “spring” also stands for a source—energy and power.
“We have used the inversion and allusiveness on purpose here. In line with Wally Olins’s concept of “creative tension”, the phrase “Polska. Spring into.” has all in it. Its greatest charm is its ambiguity,” explains Mr Tyszkiewicz. “If we had come up with a bland “Spring into Poland,” that wouldn’t grab the audience’s attention. We’re happy it did,” he adds.
The world’s most catchy slogans are untranslatable, that is why “Polska. Spring into.” has been coined in English only. The commercial to be presented on June 2nd will be much in the same vein—in English, and universal in nature. The campaign will also involve other elements: public relations and social media measures tailored to their specific target markets: the United Kingdom, Germany, Belgium and Sweden.
Facebook profiles Poland. Spring into will encourage discussion about Poland and about what has changed in the past 25 years. A number of public space events are also planned to be staged in those four countries, together with campaign events on the internet of which will keep you informed.