RTL Luxembourg Media Campaign
In the second half of May, the Polish Tourism Organisation launched a month-long campaign in the RTL Luxembourg media, promoting Warsaw as the only city in Poland with a direct air connection to Luxembourg.
The partner of the action, apart from the Warsaw Tourist Organization, was LOT Polish Airlines.
The opportunity to highlight Warsaw among Luxembourgers was the 100th anniversary of the establishment of diplomatic relations between Luxembourg and Poland – the campaign was held with the support of the Polish Embassy in Luxembourg.
The campaign consisted of two parts: a competition broadcast on RTL Letzebuerg radio and the promotion of Warsaw in the RTL group's online media: RTL.lu, RTL 5 Minutes and RTL Today, i.e. the radio and electronic media with the largest reach on the Luxembourg market. Radios RTL Letzebuerg One in three Luxembourgers listens to it every day, and RTL portals are visited by over 187,000 people per day, in a population of 600,000.
In the first part of the campaign, from Monday to Friday, listeners took part in the popular radio game Panzerknacker, during which they answered questions related to Warsaw based on previously broadcast reports. In the Saturday finale, the authors of correct answers from the entire week had a chance to win the main prize in the form of a weekend in Warsaw with flights, a stay in Hotel Warsaw and a number of benefits related to the subject Spa & Wellness, such as treatments in Oasis Beauty Day Spa, cruise On the Vistula, Chopin concert in Chopin Point or sightseeing Polish Vodka Museum with tasting.
The radio part of the campaign was accompanied by mini-reports devoted to the tourist attractions of the city, the hotel and SPA offer, the diversity of both banks of the Vistula and the capital's gastronomic scene, told by ZOPOT employees in Brussels, the Polish Ambassador to Luxembourg and representatives of the capital's tourism industry.
The second part of the campaign consisted of activities in the online media belonging to the RTL group in three languages: Luxembourgish, French and English, which also allowed us to reach a large percentage of foreigners living in Luxembourg. Banners encouraging participation in the game with short information teasers were published before and during the competition, and after its end, a more extensive article that we had prepared about the possibilities of rest and relaxation in Warsaw appeared, in which we had the opportunity to additionally highlight the offers of our members corresponding to the Wellness & SPA theme.
According to a report presented by RTL, the online activities reached over a million views, and the radio reach was almost half a million recipients (229,370 radio listeners and 238,200 visits to the RTL.lu website - an average number of visits to the portal over 6 days). In the competition, out of 800 entries, 86 people took part.
We would like to thank the Polish Tourism Organisation for the opportunity to work with us on this broad project. This is, after study visits and articles in the local press, our latest activity on this small, yet wealthy and full of potential market.
