Visit London ad campaign hits Poland

Visit London has launched its first advertising campaign in Poland this week, in partnership with low cost carrier Wizz Air.

Running until the end of March, the campaign consists of print, online and outdoor ‘street art’. It is aimed at encouraging Polish visitors to see Tutankhamun’s jewels, enjoy St Patrick’s Day in London and watch the Oxford and Cambridge boat race.

The campaign follows an 18% growth from the Polish market in 2006, as London welcomed over half a million Polish visitors. Poland is the city’s ninth largest market, worth around £278m to the London visitor economy. If current trends continue, Poland could be one of the top five markets by 2012.

Visit London marketing director Martine Ainsworth-Wells said: “Emerging markets are becoming increasingly important to the London visitor economy as a result of shifting global tourism trends.”

Visit London and Wizz Air is to run a second campaign later this year.

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