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CASE STUDIES
Warsaw Destination Alliance

Warsaw Destination Alliance wanted to increase the awareness of Warsaw and its potential as an exciting destination for business and leisure travellers.
 
 
THE CHALLENGE

Warsaw Destination Alliance wanted to create an advert that promoted Warsaw as a conference venue - but a conference venue with an edge.

BBC World's challenge was to make sure these adverts stood out from other Conference Destination adverts.

THE SOLUTION

The campaign was executed in two parts:

1. Let's Warsaw Together - this campaign ran in Europe on BBC World from 20th April to the 19th May 2006 - creative was supplied by WDA. Click here to view the commercial

BBC World conducted bespoke research to assess perceptions towards Warsaw and Poland as a destination for business and leisure.

BBC World then produced a brochure to promote the findings of this study.

2. Get Away from the Grey - this campaign ran in Europe on BBC World from 22nd October to 20th November 2006.

BBC World produced a 30 second commercial, using existing footage along with the unexpected 'business dummies' scene.

BBC World also created 7 Global Brand Tracker online research surveys.

ADVERTISING WORKS!

This campaign was seen by 9.6 million upscale Europeans. Source: EMS Summer 2006

Both bursts achieved high awareness increases, providing a final awareness improvement of +92% among all respondents and +136% among senior managers.

At the end of the campaign 32% viewers recalled seeing the ads and 27% recalled seeing them on BBC World.

CLIENT COMMENT

“BBC World is a natural partner that understands what we need to do and where we’re going. Once again we chose them for our campaign, except this time we added the creative and production role to their mandate. We believe this [Get Away from the Grey] spot will in fact put Warsaw on the map for conferences and meetings ”

Alex Kloszewski, Chairman and Managing Director, Warsaw Destination Alliance

VIEWER COMMENTS

“It was promoting Poland as a modern destination which keeps up with international standards.”

“It is attracting business people as well tourists to visit Poland.”

“It describes exactly the feeling I have for Warsaw- positive.”

“Very well done. I’m not at all interested in Poland, but the ad made me want to go there.”

“People like and tend to believe in things that are associated with the BBC.”
 
 
“Getting the word out to other people is always good, and Poland should stand up and show off what they are.”

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