In order to promote specific tourism offerings to relevant target audiences, the Polish Tourism Organisation required a series of short-term social media campaigns throughout 2020 that effectively targeted key audiences (young professionals, foodie travellers, winter sports enthusiasts etc), built social media followings and drove traffic to the www.poland.travel/en website.

Using a combination of pre-existing and newly created assets, AM+A created a total of three social media campaigns in summer, autumn and winter to promote different Polish tourism products. For each campaign, AM+A followed a set campaign structure to provide a complete digital marketing service that met the requirements of the brief. This included:

• Researching and providing five creative ideas for each campaign, with a final decision made by the PTO team
• Establishing campaign slogans, hashtags and other core elements of the campaign
• Creating a campaign strategy and timeline, with target audience and platform analysis, advert budget breakdown and content plan
• Where required, graphic design services to create 3-5 advert options, with a final decision made by the PTO team
• Setting post structure, writing post copy and filling out the content plan for the duration of the campaign
• Setting up social media adverts across relevant platforms, ensuring key target audiences are being targeted
• Executing paid social media campaign, with weekly analysis of live results to tweak where necessary
• Post-campaign analysis and reporting

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• Made With Love (July / August): AM+A recycled a series of short cooking videos by Polish chef Kuba Winkowski to encourage consumers to create their own versions of his dishes and share them with the #MadeWithLove hashtag. Target audiences included foodie travellers, parents and silver travellers. Boosted posts reached 27,297 people, generated 39,464 impressions and 5,116 engagements

• Golden Poland (September / October): To mark 16 destinations being awarded Google’s Golden Pin award, AM+A created a series of targeted posts, driving traffic to a blog on the Poland Travel website (written by AM+A). Target audiences included young professionals, millennial travellers, culture seekers and young couples. Targeted adverts reached 2,027,882 people and generated 3,397,047 impressions. The campaign was so successful, it was adopted globally by the PTO.

• Pole Position (December): To promote Poland as Europe’s go-to value skiing destination in 2021, AM+A created and designed a series of paid social media adverts, directing traffic to winter sports experiences on the Poland Travel website. Target audiences included young professionals, winter sport enthusiasts and university students. The boosted posts reached 236,278 people, generated 479,226 impressions and 1,701 link clicks to the PTO website

• In total, paid social media campaigns in 2020 reached 2,282,763 people within desired target audiences and generated 3,885,495 impressions

• These campaigns helped stimulate growth across all PTO social media channels in 2020, with Instagram followers growing by 29%, Twitter followers growing by 6% and Facebook followers growing by 4%