After a long period of severe tourism crisis around the world, the travel sector can finally take a breather in 2022. As a result of the opening of borders and the abolition of many onerous restrictions, intensive advertising activities are being carried out on a larger scale than ever before. Polish tourists are grateful customers and are eager to go on holidays abroad. According to the latest Accor Northern Europe study, as many as 80% of Poles plan to travel in 2022, and as many as 59% of them will spend more money on their holidays than before 2020. So how to win their hearts and turn them into your customers? Here are the 6 most interesting advertising campaigns of the travel sector aimed at Poles.
Table of contents:
- Chorwacka Wspólnota Turystyczna (Croatian Tourist Community)
- Visit Saudi
- Visit South Tyrol
- Visit Dubai
- ITAKA + Visit Madera
1. Chorwacka Wspólnota Turystyczna (Croatian Tourist Community)
This year’s advertising campaign of the Croatian Tourist Board covers a total of 14 key markets, including Poland (for years Croatia has been one of the most popular holiday destinations among Poles – as many as 32% of travellers go there). The campaign addressed to the Polish market is called “Twoje Życie, Twoje Chwile, Twoje Doświadczenie” (Your Life, Your Moments, Your Experience) and its aim is to encourage Polish tourists to plan their summer holidays in Croatia. The activities are conducted on a grand scale and include not only social media, but also television (a 30-second spot was shot for this purpose), press and the most popular Polish travel portals. The campaign is supported by outdoor advertising on billboards and in public transport. The promotional video on YouTube has already been viewed by over 1 million people.
Although this campaign launched just a few days ago, it has already caught our attention. At the end of May, the online travel agent eSky (offering, among others, airline tickets, insurance, accommodation and other services for travellers around the world) launched the “Travel your own way” campaign, in which it explains step by step how to plan a dream trip and shows the most interesting travel destinations for the summer of 2022. The brand invited famous Polish influencers to cooperate, who will present their trips to various corners of the world. These include Anna Sadowska and Sabina from the Sama przez świat (Alone Through the World) channel, who will show Madeira, and culinary influencer Maciej je, who will guide viewers through the flavours of Sicily.
3. Visit Saudi
Saudi Arabia’s official tourism profile (on Instagram: @visitsaudi) very often invites influencers from around the world to collaborate. This time, the brand has collaborated with a pair of travel influencers from Poland – Fit Lovers. Fit Lovers (that is Mateusz Janusz and Pamela Stefanowicz) are one of the biggest Polish influencers in the travel sector. They are followed by up to 1.7 million people on Instagram and have over 1.67 million subscriptions on YouTube. As part of the campaign for Visit Saudi, the couple went on a trip to the heart of Saudi Arabia, showing their observers their adventures and tips for visiting the place. We could see the effects of the collaboration in real time on Fit Lovers’ Insta Stories.
4. Visit South Tyrol
As with Fit Lovers, this advertising campaign is also an interesting example of cooperation with a Polish influencer and a great way to promote local tourism among Poles. This time, instead of hot Saudi Arabia, we have Austrian South Tyrol, which tempts tourists with its green, mountainous landscape of the Alps. The official profile of Visit South Tyrol invited Polish travel influencer Alex Jaskolowska (travel_and_keep_fit on Instagram) to cooperate. The effects of the joint campaign can be admired on the influencer’s Instagram – in the form of a series of sponsored posts showing creative ways to spend time in South Tyrol. The whole thing fitted in fantastically with Alex’s regular communication, making the photos and descriptions look very natural.
5. Visit Dubai
Another campaign featuring a Polish influencer and another corner of the globe promoted to tourists from Poland. Dubai Tourism’s official profile on Instagram is the largest profile of its kind. It is currently followed by more than 2.4 million people and boasts the Global Destination award at the TripAdvisor Travellers’ Choice Awards 2022. Budgets for cooperation with influencers from all over the world are huge – and indeed the effects are visible. Polish travel and fashion influencer Anna Skura (whatannawears), who boasts an audience of over 400,000 on Instagram, was invited to take part in a campaign promoting Dubai tourism. As part of the cooperation with Visit Dubai, the influencer went on a luxury trip around Dubai, showing observers interesting corners of the city, hotels, restaurants and various attractions, such as skydiving.
6. ITAKA + Visit Madera
This campaign is the icing on the cake of this list. For it is not a classic sales campaign, but a combination of an image and sales campaign with a social campaign. Some time ago, the Polish travel agency ITAKA, in cooperation with Visit Madera (@visitmadera), launched an action of painting travel eco-murals on three buildings in Warsaw. The murals promote trips to Madeira through the ITAKA office. The action is interesting in that the murals are painted with anti-smog paint, which is supposed to absorb smog and clean the air. The murals were created by the MalujemyMurale.pl group, and the substantive partner of the campaign is the EcoEvolution.org foundation.
There are many ways to promote the travel sector to Poles – from elaborate 360 campaigns to a single series of stories on Instagram. The result always depends on the right strategy and creative execution that will encourage Polish tourists to discover new travel destinations. Do you run a travel agency, hotel or other travel brand and want to reach Polish customers? Contact us – as a Polish PR agency we know this market very well and we have experience in campaigns for the travel sector!