Marketing the place, or how Polish cities promote themselves

Local patriotism is gaining in popularity. More and more people are proudly talking about where they grew up and where they come from. Whisper marketing is, of course, the most effective, but local governments are also becoming increasingly active in place marketing. The promotion of cities attracts not only tourists, but also investors and developers, resulting in an improved quality of life for residents. How do Polish cities promote themselves? We present 5 different forms of promotion.

  1. Event organisation. Sports events, music festivals, folklore days and fairs help to build the image of a place as vibrant and open to tourists. The largest festivals such as Open'er in Gdynia, Audoriver in Płock or the Woodstock Festival in Kostrzyn generate huge numbers of publications which, when translated into the advertising equivalent, prove that the cost of organising these events has more than paid off for the cities. This form of promotion definitely pays off.
  2. Collaboration with bloggers. Influencers are highly trusted by an audience that relies on their opinion. They are something of a friend, advising where to spend a weekend or a holiday. They show the most popular places that cannot be missed, but also those intimate places that hardly anyone knows exist. An example of this form of promotion is the cooperation between the City of Warsaw and an Austrian blogger. Its effects can be seen here.
  3. Cities on clothing. The Eiffle Tower on a T-shirt is no longer unusual. Almost every clothing brand presents motifs of the world's greatest cities in their collections. Gdansk also followed this pattern, teaming up with local clothing brand Diverse in 2016 to create the limited edition clothing collection #GDNCollection. The T-shirts and sweatshirts featured drawings, photographs or geographic coordinate markings of the city. The collection was distributed to dozens of shops in Poland.
  4. City placement. It is no longer a matter of course to film in the largest and most popular cities. An increasing number of less recognisable cities are relying on this form of promotion. One example is Lublin, which, on the occasion of the 700th anniversary of the granting of city rights, earmarked PLN 900,000 for city placement in Juliusz Machulski's latest comedy Volta. The film will be released in cinemas later this year.
  5. Advertising spots. This is fundamental. Almost every Polish city already has an advertising spot presenting its values. Usually a cross-section of places worth visiting is summed up by a short, catchy slogan, such as: "Zamość - the ideal city". However, the concept is not the rule, as we can see from the recently disputed spot for the city of Łódź link.


Author of the text: Ewelina J.

Source: Own elaboration based on

Photo source: