#NachPolen

Communication strategy and tactics to attract Germans as represented by the "Polish Tourism Organisation"

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Objective: To have a 20% increase of tourists inbound to Poland consisting of Germans by the end of December 2017.

Key message: Discover the richest arts and finest culture blended with a mix of diverse sceneries exclusively here at Poland

Why: Poland is a country that is home to a variety of art forms ranging from visual arts to performance arts, with contrasting landscapes such as the sand dunes in the North and ski resorts in the South. The statement incorporates the persuasion method of Pathos where we invoke emotions in our key public by using terms to describe Poland’s atmosphere.

Why Germans: Research has shown that Germans are the highest count of visitors to Poland annually as it is accessible and affordable to them.

Process: Prior to planning on a suitable strategy, research on Poland's "SWOT" and "PEEST" is conducted to determine where Poland stands with her neighbouring countries. Next, key publics (consumers and enablers) are defined, with individual set objectives for each targeted group. Tactics are then implemented with a timely evaluation to measure if objectives are met.

Timeline:

Campaign details:

Key publics:

University students (Consumers): Aged 18 - 26 years old, enjoys music, tech-savvy, and prefers short getaways that are inexpensive and convenient

Objectives:

Awareness: To increase awareness of #NachPolen by 80% among German students by November 2016

Attitudinal: To develop 50% favourable relations/perceptions of #NachPolen from the German students by March 2017

Behavioural: To have a 30% increase of German students travelling to Poland by August 2017

Couples (Consumers): Aged 18 - 35 years old, tech-savvy, look forward to budget-friendly yet convenient and romantic trips.

Objectives:

Awareness: To generate 70% awareness of German couples regarding Leba as a potential getaway destination by November 2016

Attitudinal: To increase positive perception of Poland as a holiday destination among 50% of German couples by March 2017

Behavioural: To have at least 30% of German couples visit Leba by August 2017

Entrepreneurs (Enablers): Innovative, opportunists. Cater to the rising trend of entrepreneurship among audience due to the lower cost of capital as compared to in Germany

Objectives:

Awareness: To generate 90% of East Germans university students and working adults about the booming business landscape in Poznan by October 2016

Attitudinal: To raise 70% positive reception among East German university students and working adults to consider starting a business in Poznan by December 2016

Behavioural: To ensure that 40% of potential migrant German Entrepreneurs register themselves for Poznan International Fair by February 2017

Media influencers such as musicians and bloggers (Enablers): Opinion leaders such as The Golden Bun, Buzzfeed, Bekleidet, and other sports bloggers with a large pool of followers within the campaign's primary audience.

Objectives:

Awareness: To have a 60% increase of awareness on #NachPolen among German opinion leaders by November 2016

Attitudinal: To have 40% favorable reaction of #NachPolen among German opinion leaders by March 2017

Behavioural: To have an increase of 20% in travels by German opinion leaders by August 2017

Filmmakers (Enablers): Collaboration with Poland Film Commission to aid in influencing key publics.

Objectives:

Awareness: To achieve 90% awareness of Poland’s remarkable locations among German filmmakers as a result of 20 media mentions by March 2017

Attitudinal: To change 50% of their attitude with acceptance towards co-operating with Polish filmmakers by June 2017

Behavioural: To achieve at least 1 German-Polish film productions in Poland by December 2017

Tactics proposed:

Tactics include hosting an online contest on social media platforms, interacting with consumers, and engaging entrepreneurs, opinion leaders and filmmakers to build hype among the key publics. The campaign aims to increase the awareness of Poland as a travel destination to Germans and hope to see the 20% growth in the number of inbound tourist by the end of 2017.

Tactic 1: #LetsGoPoland

A collaboration with travel blog, 'Let's Go' a student travels sharing platform, to reach university students and couples. Leveraging on their high pool of followers from both blogs and social media platform, this tactic aims to raise awareness and change the attitude among the key publics about Poland (ethos and pathos).

Procedures: Post a blog entry titled #LetsGoPoland with (Your name) about their previous trip to Poland, then include reasons for wanting to win. Winners will receive a 4D3N flight-and-accomodation paid trip to Poznan, one of the largest cities in Poland, during their summer holidays.

Monthly media monitoring spanning four months will be conducted to measure #LetsGoPoland's web traffic count, number of blog entries, public's sentiments and participation.

Tactic 2: #PoznanParty

Using a new campaign handler, PoznanParty, this account serves to hype up potential visitors with the numerous music festivals and events during the summer vacation.

To encourage user participation, ticket discounts will be entitled to those who upload any media with the hashtag #NachPolen and #PoznanParty.

This tactic is used to provide reasoning for users to generate buzz through the incentives given (logos).

Traffic on blog entries, percentage of coupons redeemed, social shares, and comments will be collect to measure the success of the campaign.

Tactic 3: Couples

Influential lifestyle bloggers from Germany are sponsored on a 4D3N trip to Lebar to promote the location as an ideal couple getaway (ethos).

A survey will be given to these bloggers to gather their views on rooms for improvements for the 'ideal getaway' to Poland. Traffic and engagement to blogger's post will be measured to measure reach.

Tactic 4: #PoznanFair, targeting entrepreneurs

A collaboration with the German Representatives of Poznan International Fair (PIF) to launch an industry trade fair.

To attract start-ups, selected advertising platforms (out-of-home, television, and digital) where the key publics frequent to will be placed to achieve highest reach and frequency.

Next, weekly talks and exhibitions will be held at East Germany's top six universities to create awareness, attitudinal change, and participation; setting up a business in Poland. Incentives will be given to early birds to increase registration rate. Exhibitions will last a week at each university to maximise the engagement.

Lastly, an event, 'Fuck Up Nights (FUN)' where failed-turned-successful entrepreneurs share their experience will expose key publics to the business culture in Poland. Through this event, the organisers hope to convey a positive message of Poland's supportive environment for entrepreneurs to thrive, and eventually draw potential businessmen into the market.

A survey to measure feedback and qualitative responses about the key public's perception will be measured before and after the event to measure attitudinal change.

Tactic 5: Media Influencers

In collaboration with 'Poland Film Commission', a press kit will be released to filmmakers, directors, musicians, and celebrities to entice them with Poland's landscape and attractions for filming purposes. These media influencers are targeted as they are a potential source of converting their media consumers into visitors of Poland.

The press kit includes an aerial footage of Poland, together with a microsite-link detailing booking procedures and recommended locations.

A bi-weekly media monitoring and content analysis will be conducted on selected opinion leaders' interaction with the key publics to access the success in reach. A seasonal content analysis will also be used through the checking of location bookings and/or the end product of the film production to count the total number of mentions.

These strategies discussed above aims to achieve 20% inbound tourism by December 2017.