The Polish tourist board has launched a social media campaign to inspire consumers to consider visiting the country when lockdown restrictions are lifted.
The campaign encourages people to share their “travel desires” and social life under lockdown, with the tourist board then offering suggestions and recommendations of places to visit.
The Brighter Group has been appointed to conduct the digital campaign.
Dorota Wojciechowska, head of marketing for the Polish National Tourist Office, said: “We feel that now is not the time to go dark with communication, we are not going to push the ‘pause button’ on our marketing activity, instead we will respond reactively to human sentiment with inspiring two-way content.”
She added: “We believe now is the time to think long-term and keep building our destination to keep it front of mind for when travel restrictions are lifted.
“Recently we launched the #TravelWithoutTravelling campaign across our platforms but we feel that we need to do more and partnering with The Brighter Group will help us to facilitate this.”
Debbie Flynn, managing partner of The Brighter Group, said: “In this new media world, we are facing the demand for instant escapism and destinations need to adapt to the demand and respond accordingly.
“We are excited to create and launch engaging content that will give Brits the opportunity to visit Poland from the comfort of their armchairs over the coming weeks. Our hope is that the campaign will inspire virtual visitors to convert to real life visitors once travel constraints allow.”