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ITB Preview


Partner Poland to ‘move the imagination’
February 2011 2075

POLAND, this year’s partner country of  ITB Berlin, is preparing for its appearance at this major travel show where it will launch a promotional campaign by the Polish Tourism Organisation which will continue in Germany, the UK and France.

Taking as its slogan ‘Move your Imagination’, Poland will present 3D technology, show spectacular films and introduce an adorable monster comic figure, promoting itself as a creative and fascinating travel destination boasting an outstanding wealth of cultural and natural attractions.

In addition to ITB Berlin, Poland is involved in two other upcoming events. On July 1 it will head the EU Council and in 2012 it will host the European Football Championship.

“Poland has been represented at ITB Berlin for many years. This year we will be occupying a special role and the eyes of the world will be on us,” said Rafal Szmytke, president of the Polish Tourism Organisation. “It gives us a huge opportunity to promote our country and we will be making good use of it.”

The opening evening on March 8 will celebrate the presence of Poland at ITB Berlin in spectacular fashion with an event attended by around 4,500 representatives of the international tourism industry.

The climax of the evening gala will be a multimedia show telling the story of Poland, in cutting-edge 3D on a 26-m screen. The story centres around a white cube that symbolises Poland’s openness and accessibility and which repeatedly appears throughout the entire campaign. By moving the easy-to-operate cube around, guests can interact directly with the 3D world and influence events on the screen. In order to dispel traditional views about Poland each spot has been designed in a different way. 

The spectrum includes comics, a picturesque film about the country’s nature attractions, a film about football as well as a dance show which combines real and virtual worlds. A 3D formation of dancers provides the backdrop to a performance by a group called Volt and dancers from the ‘You Can Dance’ programme, choreographed by Agustin Egurrola.

Dr Martin Buck, director competence centre travel and logistics, Messe Berlin, said: “We look forward to Poland taking centre stage at this year’s ITB Berlin. The inventive ideas that Poland is bringing to the fair will make our partner country one of the big highlights for trade visitors and the general public alike.”

Visitors to ITB Berlin will find all 16 of Poland’s regions represented in a display area covering 1,700 sq m in Hall 15.1. The white cube, the focus of the image campaign, will also be attracting attention at the Polish stand. Other events will highlight the country’s diversity and demonstrate how Poland has gained in appeal as one of the most creative members of the EU.

The image campaign will also manifest itself everywhere in Berlin. A series of large hoardings will be installed in 150 locations around the city which will show five striking and cheerful monster figures inviting people to visit Poland. Taking their inspiration from the design of urban toys, these figures represent creativity and diversity. Each of them carries a letter of the word Poland, with footballs also highlighting the forthcoming European Football Championship in 2012.

Visitors to Berlin will find large action areas at Berlin’s main railway station, for example. Other highlights in the city include a photo exhibition on Unesco World Cultural Heritage sites at Alexanderplatz and a week of Polish cuisine at Hotel Steigenberger.

The partner country in 2012 will be Egypt.




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