Under the slogan "Next Stop - Poland," over 200 billboards have been strategically placed across 40 key metro stations in Paris, near iconic locations such as the Opera, Montparnasse, Bastille and Charles de Gaulle-Etoile, as well as the Saint-Lazare and Gare du Nord transport hubs.
The campaign, which began on July 19, features images that mimic the metro's station indicators, highlighting Warsaw, Kraków, Gdańsk, Poznań, Wrocław and other Polish cities.
The initiative marks a significant push by Poland to build a positive international image and promote easy and safe travel to the country, particularly in the post-pandemic context where short, accessible vacations are increasingly desirable.
Each city is promoted as a two-hour flight from Paris, appealing to French tourists interested in short city breaks.
According to campaign statistics, the majority of the 15 million visitors expected in Paris for the Games, nearly 12 million will be domestic tourists, with a significant portion of the remainder also potentially interested in exploring Poland.
POT's Paris chief, Tomasz Rudomino, said that the campaign taps into the travel preferences of French tourists, who typically enjoy plane travel and are keen on exploring cities, culture, history and museums.
The placements in the metro are complemented by a parallel taxi campaign, started on July 22 and involving some 120 vehicles, further ensuring visibility among tourists and fans navigating the city's restricted areas during the Games.
Rudomino described the challenges of outdoor campaigns as a natural extension of year-round online and social media efforts and emphasized the strategic selection of busy corridors and transfer stations in the metro to maximize exposure.
The message POT wants to convey through these ads is a simple invitation: "If you're tired of Paris and the flurry of sports events, make your next stop in Poland."
(rt/gs)
Source: PAP
