224 spots on CNN and 350 thousand displays of advertising banners on the station’s website are the result of the operations of the Marshal Office of the Lubelskie Voivodeship within the area of promoting the Lublin Region. Spots will be broadcast on CNN in Asia, Africa and Europe. At the same time, an advertising campaign concerning Eastern Poland is implemented by the Polish Information and Foreign Investment Agency.
The Marshal’s Office of Lubelskie Voivodeship carries out the project entitled “Economic Marketing of Lubelskie Voivodeship”.The value of the project co-financed by the European Union under the ROP for Lubelskie Voivodeship for 2007-2013 amounts to PLN 24 million, of which 90% comes from the EU assistance.
The CNN promotional campaign is one of the first activities under the project.It begins on 15 November and will be implemented over three weeks.The campaign entitled On the Road Poland is run both by the Polish Information and Foreign Investment Agency, promoting Eastern Poland within the framework of a project co-financed through the Eastern Poland Economic Promotion Programme (EPEPP), and by the Lubelskie Voivodeship which implements its own assumptions of economic promotion.Under the project, CNN commences the so-called Polish Week.Through the participation of the Polish Information and Foreign Investment Agency and the Marshal Office of the Lubelskie Voivodeship, the implementation of two campaigns at the same time (Promotion of Eastern Poland and Economic Marketing of Lubelskie Voivodeship) will help these organisations to achieve the effect of scale.The synergy of the two institutions’ actions will strengthen the message, which aims at promoting economic cooperation with Eastern Poland entities, including companies from Lubelskie Voivodeship.
The Voivodeship will advertise through 224 TV spots.These include three 10-second films which will be broadcast interchangeably.Moreover, the contract provides for 350 thousand publications of two banners at the CNN website.
The campaign will run in Asia, Africa and Europe.The value of the advertising campaign ordered by the Lubelskie Voivodeship amounts to USD 150 thousand net.Authorities of Lubelskie Voivodeship are positive that the campaign will attract entrepreneurs from Asia and Europe to cooperate with companies from Lubelskie Voivodeship - companies showing considerable partnership potential.African enterprises may also prove to be valuable partners for Polish companies.Already today, Polish tractors assembled in the Ursus factory in Lublin are exported to African countries –Ursus is currently completing an order of 3000 tractors under a contract valued at USD 90 million.
The new campaign was inspired by economic missions which allowed entrepreneurs from Lubelskie Voivodeship to start cooperation with foreign investors.Interest that the investors have shown in the region gave a clear signal that an advertising campaign will be well received.Currently – within the framework of the “Economic Marketing of Lubelskie Voivodeship" – the region organises its own economic missions all over the world.In November and December 5 foreign economic missions will be implemented.56 entrepreneurs applied for the participation in the event.One mission to Italy has just been completed, a mission to Sweden is currently under way and further ones are planned – to United Arab Emirates, United Kingdom and France.
- The quality of contacts won during the missions is invaluable.Such events bring palpable effects.Almost immediately after our return from Turin we have been e-mailed with a proposal to cooperate with one of the companies we met during the mission - said Brandon Nurek from Tellogistic Polska during the conference promoting the “On the Road Poland” campaign.
Apart from the campaign, part of the 24 million will also be used to finance companies’ participation in international fairs and economic missions. - The costs relating to the participation in such events are often a considerable barrier for Polish companies.We want to eliminate this barrier‑ declared Marshal of the Lubelskie Voivodeship, Krzysztof Hetman.
- Through the participation in one of the Polish Information and Foreign Investment Agency’s missions, our company signed a contract with a trainings giant from Mumbai– Aptech LTD.– They bought our shares, and the money was invested in our development – said Piotr Fałek from Syntea, during the conference in Lublin.–Polish companies are not particularly well known in the world.The mission raised our credibility.Had we gone there on our own, we wouldn’t probably get much further as the secretariat of our current partner – explained Fałek.