Polish Tourist Organization Promotes Poland Abroad: “POLAND. More than you expected” Campaign Launches
Attractive, diverse and full of inspiring experiences — this is how the Polish Tourist Organization (POT) presents Poland to the world in a new international image campaign featuring, among others, Robert Lewandowski and Jesse Eisenberg.
The promotional campaign, using three engaging video spots, will be rolled out across key European markets — Germany, Spain, Italy and the United Kingdom — as well as in the United States.
“The campaign has been produced on a scale that has never been seen before in this type of initiative. The stars involved embraced the idea with tremendous enthusiasm. In five countries, we will showcase Poland as a beautiful and safe destination that has much more to offer than one might expect. I believe the campaign will be just as surprising to its audiences as Poland itself turns out to be for tourists visiting us for the first time,” says Magdalena Krucz, President of the Polish Tourist Organization.
The campaign was created in response to one of the key challenges facing Poland’s international image. Research shows that people who have visited Poland rate the country significantly more positively than their prior perceptions or media coverage would have suggested. This experience of positive surprise became the starting point for the campaign’s tagline: “POLAND. More than you expected.”
Ambassadors strengthen the campaign’s international message
An important element of the campaign is its group of ambassadors, whose international recognition and positive associations help promote Poland in foreign markets. Their participation broadens the campaign’s reach, attracts new audiences and strengthens Poland’s image as a country of creative, open and welcoming people.
The campaign’s ambassadors include prominent figures from culture, public life and sport who are strongly associated with Poland, including Robert Lewandowski, a global football icon.
“Sport is one of the world’s most universal languages, and Robert Lewandowski is the best example of how sport can help build a country’s brand. We want to use this potential to showcase a Poland that defies stereotypes: modern, safe, diverse and authentic. The ‘POLAND. More than you expected’ campaign is an invitation to discover for yourself a country that offers far more than established perceptions might suggest,” says Minister of Sport and Tourism Jakub Rutnicki.
Poland is also represented by Jesse Eisenberg, the two-time Oscar-nominated Hollywood actor, director and screenwriter of Polish heritage, who has presented the country through his work in a unique and personal way.
The symbolic dimension of Poland’s presence in the campaign is reinforced by Lech Wałęsa, whose name remains one of the world’s most recognizable symbols of the struggle for freedom and democracy.
Polish popular culture is represented by Maryla Rodowicz, who for decades has remained one of its most iconic figures, deeply embedded in the collective imagination and associated with Polish music across generations.
Model Anja Rubik reinforces Poland’s modern and cosmopolitan image. One of the most internationally recognized Polish women, her longstanding presence in global projects and media helps portray Poland as a country of creative people who are open to the world.
The perspective of the younger generation is brought by Nikodem Rozbicki, one of the best-known faces of contemporary Polish cinema, representing a modern and dynamic image of Poland.
The campaign’s musical identity was created by Jimek (Radzimir Dębski), a composer and conductor known for effortlessly crossing musical boundaries and genres.
Modern communication for today’s travellers
The campaign has been designed for audiences who increasingly look for travel inspiration through dynamic and visually engaging online content.
In addition to the 30-second spots, shorter versions have been created specifically for platforms such as TikTok, YouTube, Instagram and Facebook. Presenting Poland in a dynamic and unconventional way is intended to capture travellers’ attention and encourage them to visit the country.
The campaign is being carried out on behalf of the Ministry of Sport and Tourism.
