Poland launches international tourism campaign with Lewandowski

The Polish Tourism Organization (POT) has launched a major international marketing campaign titled ‘POLAND. More than you expected’. The initiative, commissioned by the Ministry of Sport and Tourism, aims to reshape the global perception of Poland by highlighting its beauty, safety, and diverse offerings.

With a reported budget of approximately 7 million PLN, the campaign features high-profile ambassadors including footballer Robert Lewandowski, actor Jesse Eisenberg, Lech Wałęsa, Maryla Rodowicz, and Anja Rubik. The creative concept is based on research showing that tourists often experience a ‘positive surprise’ regarding Poland after visiting, finding it better than their initial expectations.

The campaign will target five key markets: Germany, the United Kingdom, Italy, Spain, and the United States. It will utilize digital platforms such as YouTube, Instagram, Facebook, and TikTok to reach an estimated 100 million viewers through video spots and programmatic advertising. The promotional materials showcase major cities including Warsaw, Kraków, and Gdańsk.