CNN International will air the City of Krakow’s first international advertising campaign, using its multi-media assets in a combined online and traditional TV advertising push to promote Krakow, Poland to CNN’s audience. Airing to more than 149 million households across Europe, the Middle East and Africa, the campaign extends Krakow’s footprint across international borders at a time when focus on growing economies and value destinations like Poland is increasing, whilst tourism in Western markets has experienced notable declines.
Rani Raad, SVP Advertising Sales, CNN International comments: “Krakow is a thriving city and we’re very pleased they’ve chosen CNN as their platform of choice for their first international advertising campaign. We’ve worked hard to translate our knowledge of the tourism landscape into bespoke media campaigns that deliver tangible results”.
“We were heavily involved in the preparation of our first advertising campaign on CNN. The network has an influential set of viewers to whom we want to promote Krakow as a trendy city and one an attractive place for investment”, says Jacek Majchrowksi, Mayor of the City of Krakow. “We’re convinced that Krakow, with its historical beauty and idyllic lifestyle, will delight those interested in discovering art and culture and we’re pleased that through CNN, we can invite viewers to visit Krakow”.
The campaign is planned to roll out in three phases with the second and third phases in June and September. In a truly collaborative effort, CNN International Advertising Sales’ specialist in-house creative unit, Turner Commercial Productions, will produce the television spot from raw material shot specifically for the campaign by the City of Krakow.
Strategically placed online advertising will be visible to users across key markets in Europe and will comprise internet banners encouraging users to enter via the Krakow tourism site to win a weekend in Krakow. In June and September, online activity will be extended to include Asia and the US.
Krakow’s first international advertising campaign continues on from a raft of strong activity which has seen the CNN take a deeper look at Poland as a country on the move, internationally. In a first for the region, Poland took centre stage in October 2008 during CNN’s special week of programming, ‘Eye on Poland: Country at the Crossroads’. The week saw a variety of top Polish clients take advantage of multi-platform advertising opportunities in a burst of commercial campaigns concentrated around one of CNN’s most popular flagship series.
CNN International is committed to delivering the best commercial solutions for its tourism industry clients. The Network’s Tourism Advertising Solutions & Knowledge (TASK) Group provides consultative services on the development of strategic tourism advertising campaigns. The flexibility offered by TASK enables clients to customize their advertising output according to their business needs.