Silesian Region (PL)

Items

Description

1. WHO

Key people and organisations (initiator, leader, partners)

INITIATOR & LEADER: Marshal Office of the Silesian Voivodeship in Poland

  PARTNER: Goodbrand Company Polska

Key Figures

Surface

Inhabitants

Tourism arrivals

Tourism nights

 12 333,09 km²

4 615 870

4 000 0000

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2. WHY

Reason for taking the good practice action

From 19 to 23 May 2010, the Silesian Region was presented at the World Exhibition EXPO in Shanghai.

The formula of holding together all the elements of the Silesian promotion were Silesian Days, prepared by the Marshal Office of the Silesia, who promoted their region by: a) sending a delegation of over dozen representatives to EXPO,  b) exposing its own exhibition stand, c)  the formation of an economic mission and c) planning a series of actions of tourist and business information and entertainment.

The idea of promotion was correlated with the slogan of the tourism campaign conducted in Poland :"Silesian. Positive energy "

Issues and challenge

Promotion of Silesia in Shanghai had to take into account cultural differences.

Modified logo "Silesian. Positive energy ", turning it into a sign 8 pieces, usually associated with happiness, success and realization of the intended objectives, wealth and profiting. Moving away from the logo 4-element helped to avoid negative connotations, traditionally attributed to China's number 4.

3. HOW

Methods /steps / tools used (to develop the good practice)

 The main attraction of the Silesian Days at the EXPO was Energy Parquet (Sustainable Dancefloor) that reflected the »positive energy« of Silesia. Parquet absorbs energy dance steps and turns it into clean electricity. Amount of power can be tracked on the monitor. The parquet used by "Slask" - Song and Dance Group and by artists from Entertainment Theatre in Chorzów attracted crowds of visitors and fascinated the media.

To make the interaction with the EXPO audience, guests were invited to the Polish pavilion for courses of traditional Polish dances. Participants of courses led by Silesian dancers received certificates confirming the knowledge of Polish dances such as the mazurka and polonaise.

In addition to the highly-successful courses, performances of »Slask« Song and Dance Group and  artists from Entertainment Theatre in Chorzów, attracted crowds of visitors.

4. RESULT

Specific/measurable results, benefits

• Creating a favourable climate for investor relations with international partners.
• The exposure of the region in the Polish media as dynamic, modern and respected.
• Promotion of the region and its value in the international market.
• Cooperation with China market, development of the region in the coming years.

Recognitions (e.g. awards)

 1) Mercurius Gedanensis GTT Gdansk Tourism Fair 2011 - The award for the Best Promotional Campaign In Poland

2) Third place in Gold Formats Contest – for promotional activities of the Silesian Region in 2009-2011

5. REFLECTION

Lessons learned

  One needs adapt marketing of the region to the local environment.

Challenges met

Breaking stereotypes – Silesian Region was usually associated with mining, unemployment, environmental pollution, poverty.

Critical success factors

  Determinants of  the success in Shanghai were:

• Reference to local values
• Multi-channel communication
• Highlighting aspects, such as innovativeness and social responsibility.

6. MORE 

web-references, documents

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