Chopin-themed campaign by Poland scores more than 165 million views in Chinese market
Staged by the Polish Tourism Organisation’s International Office in Beijing, a three-month promotional campaign on the Tuniu platform, one of China’s leading online travel agencies and tourism portals, has just wrapped up. The objective was to introduce the Chinese audience to Poland’s tourism highlights related to Fryderyk Chopin and to showcase itinerary proposals for touring our country.
The campaign in question was inspired by the 210th anniversary of the renowned composer’s birthday and the 10th anniversary of the Chopin Museum opening in Warsaw.
The project involved, i.a. creating a dedicated landing page in Tuniu’s booking application, adding new Chopin-themed trips to tour operator offers, hosting an educational webinar on Chopin heritage for the local industry, and cross-selling a limited edition of headphone cases co-branded by the Beijing-based International Office of Polish Tourism Organisation (Polska Organizacja Turystyczna – POT). The total reach of the campaign exceeded 165 million views and close to 16 million ad clicks.
Fryderyk Chopin is among the most recognizable Polish brands in China. His legacy is greatly appreciated not only by the older target group but also by the youngest audience honing their musical skills. The campaign was developed to address an actual market demand, as last year Chinese tour operators have been showing significantly greater interest in educational trips connected with Fryderyk Chopin. They wish to expand their offer with both Chopin heritage trips and packages combining leisure with piano workshops staged in cooperation with Polish cultural institutions.
Importantly, POT’s International Office did not limit its efforts in the Chinese market to the campaign held in cooperation with Tuniu. Fryderyk Chopin’s legacy was also promoted at trade shows and webinars. The mention is due to a dedicated course launched on an e-learning platform and a special line of promotional gadgets based on the work of Polish illustrator Magdalena Pankiewicz. Live streaming from Chopin Museum was possible thanks to the dedication of the Warsaw Tourist Office and the Museum. Last but not least, a promo article was published in Wings of China, the inflight magazine of Air China.
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