Polish Tourism Organization launches controversial 7M PLN campaign

The Polish Tourism Organization has released the second installment of its 7 million PLN international marketing campaign, titled ‘Poland. More than you expected’. This latest 30-second spot focuses on the Tricity area, featuring Gdańsk, Sopot, and Gdynia.

The promotional video includes various high-profile figures such as footballer Robert Lewandowski, actor Jesse Eisenberg, former president Lech Wałęsa, and Nikodem Rozbicki portraying Nicolaus Copernicus. The footage showcases Baltic landscapes, shipyards, and local food like waffles with whipped cream.

The campaign, which targets audiences in Germany, the United Kingdom, Italy, Spain, and the United States, has faced criticism from experts. Linguist Professor Jerzy Bralczyk noted that the slogan ‘More than you expected’ implies low initial expectations of the country, suggesting it lacks a strong, confident value proposition. Additionally, advertising professionals have criticized the visual execution, describing the color palette as dark and gloomy.