New campaign \"Polska. Spring into\" has been launched in the UK

Look at Poland. See how much we have achieved and what we can offer to Europe – such is the message of the campaign titled “Polska. Spring into” that will be carried out in the United Kingdom, Germany, Belgium and Sweden through November 2014. It shows that Poles can be a driving force behind many positive changes, and how much our country has changed in the past 25 years.

The campaign has been organised on the occasion of three important Polish anniversaries: 25th anniversary of freedom, 15th anniversary of the accession to NATO and 10th anniversary of the accession to the EU.

The campaign has begun in London, with posters announcing an image-building commercial about Poland. The posters have been placed in the Heathrow Airport, Oxford Circus, Victoria and Leicester Square metro stations and telephone boxes. The commercial will be broadcasted by four key international TV channels: BBC, CNN, Eurosport and Sky News. Both the commercial and the posters were created by Saatchi&Saatchi, an advertising agency selected in a competition.

The campaign that also covers social media and public space will include interactive competitions about the anniversary of the first partially free elections in Poland. A consortium formed by two companies selected in a public tender – Profile Sp. z o.o. and FleishmanHillard Sp. z o.o. – is responsible for this part of the project.

It is for the first time that all ministries engaged in Poland’s promotion abroad in the framework of the Council for the Promotion of Poland are working together on such a large-scale undertaking. Marketing experts also involved in the campaign (SAR Marketing Communication Association and Advertising Creators Club). The project is in line with the Rules for Communicating the Polska Brand adopted by the Council for the Promotion of Poland. It is aimed at presenting the best side of Poles, for instance their commitment both in Poland and abroad.

The campaign is financed from EU funds saved during the Polish Presidency of the EU Council (CPF and PHARE Initiative II). Most of these funds, which amount to PLN 8.4 million, will be spent on airtime in the foreign media.

MFA Press Office