Polish Tourist Board
Destinations

Poland Magazine

Polish Tourist Board
Magazine

Present situation:

Germans represent the largest group among travellers to Poland. According to the Polish Tourist Research Institute, almost 5.5 million German tourists visited Poland in 2006. Statistics indicate that this figure is likely to further increase in the future. Therefore it is vital to implement to most modern marketing tools available in order to strengthen Poland’s image as a holiday destination. In 2007, the Polish National Tourist Board decided to publish an altogether new magazine, combining the best features of the two existing publications (customer magazine and sales guide) and presenting the many holiday choices Poland has to offer. The new structure and modern layout of the magazine should appeal to the reader and also offer detailed information on the preparation and the holiday itself.
Polish Tourist Board has decided to change the image of the existing magazine, so that it could better match the expectations of tourists, planning the journey to Poland.

Target Group:
Individual travellers and the travel industry

Task:
Structure and layout of the existing magazine were to be updated according to the research results. They imply that for Germans, Polish cities represent the most interesting aspect of spending a holiday in Poland.

Solutions:
The first part of the magazine covers the seven most important Polish cities. Lively copy informs the reader about tourist attractions of a city, describing the atmosphere and special features of each place. In addition, there are tables with detailed information about accommodation, restaurants and shopping facilities next to lists of the best museums, theatres, clubs and places of interest in the surrounding area. The guide also includes information on public transport and Tourist Information Offices in the city. The second part of the magazine covers the different regions of Poland. Lively text and tables containing information such as getting there, local places of interest, events and tourist information sites round up brief descriptions of the region. The third part, consisting of an A-Z and a chapter dedicated to getting there and transport facilities, provides the most useful information for German travellers. For any information in the magazine, a web-link is given, so that the reader may get updates on the situation at any time by visiting the Internet.




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