The Polish Tourism Organisation Influences People to Book Travel to Poland with Sojern

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The Polish Tourism Organisation Influences People to Book Travel to Poland with Sojern

22M+
unique travellers reached during this campaign
84%
viewability across programmatic display vs a benchmark of >65%
Inspired
users who were exposed to the ad to book travel to Poland

Summary

The Polish Tourism Organisation sought a way to raise their profile as a destination and highlight the offerings that people wouldn’t normally expect when they think of Poland. Together with Sojern and OTA eSky, they launched a multichannel campaign to achieve this.

Sojern Solutions Used

Advertising Channels

The data that Sojern provides and their understanding of the target audience is one of the strongest points of the company. The insights they presented after the campaign are very valuable for our future projects. The quality of their work met our expectations.
Artur Pielaszek, Deputy Director, Marketing Department

About

Polish Tourism Organisation

The Polish Tourism Organisation (Polska Organizacja Turystyczna - POT) is the national tourist board of Poland. Their objective is to promote Poland as a modern attractive destination, offering tourists a high standard of services and offerings. They are focused on the promotion and development of Polish tourism at home and abroad.

POT Laptop
POT Laptop

About

Polish Tourism Organisation

The Polish Tourism Organisation (Polska Organizacja Turystyczna - POT) is the national tourist board of Poland. Their objective is to promote Poland as a modern attractive destination, offering tourists a high standard of services and offerings. They are focused on the promotion and development of Polish tourism at home and abroad.

Polish Tourism Organisation

Challenge

Full of rich history and stunning geography, Poland has a lot to offer travellers, but it is not often top of mind for holidaymakers. “Poland is so much more than just a place in Eastern Europe,” explains Artur Pielaszek, Deputy Director of Marketing Department. “We wanted to reach people looking to travel and increase their awareness of Poland by showing them something unexpected.” The POT team entrusted Sojern and global OTA eSky to execute this campaign in late 2021.

Approach

Sojern and eSky partnered on delivering different aspects of this campaign. eSky was responsible for social media and display ads on their own channels, and Sojern executed on video through YouTube True View, as well as programmatic display. This multichannel campaign started with a captivating video that raised awareness of Poland as a tourist destination. Display and social media channels, through Sojern and eSky, kept the destination top of mind as in-market travellers searched for their next destination.

Results

Over the course of the campaign, Sojern and eSky managed to reach over 22 million unique users. Sojern’s viewability across programmatic display and YouTube far exceeded campaign benchmarks. And most importantly, the campaign delivered on inspiring people to book travel to Poland. Among the users who were impressed by the campaign and then booked a European trip, 40% chose Poland, vs the only 0.67% of bookers who chose Poland without being exposed to the campaign.

POT Mobile Image

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