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Tusk on Poland campaign: 'I might have built the scenario differently'
๐Ÿ‡ต๐Ÿ‡ฑ Poland /Elections & Politics

Tusk on Poland campaign: 'I might have built the scenario differently'

From Rzeczpospolita · () Polish

Translated from Polish, summarized and contextualized by DistantNews.

At a glance

News Named sources Context piece
  • Poland launched a new international tourism campaign, "POLAND. More than you expected," featuring a promotional spot with Robert Lewandowski, Anja Rubik, and Jesse Eisenberg.
  • An analysis by Res Futura found that 85% of internet users considered the promotional video a failure, criticizing its editing, pacing, and insufficient focus on Poland itself.
  • Prime Minister Donald Tusk acknowledged the criticism, stating he might have structured the scenario differently but expressed confidence in the government's plenipotentiary for brand promotion.

Poland has launched its new international tourism campaign, "POLAND. More than you expected," initiated by the Polish Tourism Organisation (POT) under the Ministry of Sport and Tourism. The campaign includes a 30-second promotional video featuring football star Robert Lewandowski, model Anja Rubik, and American actor Jesse Eisenberg, which was released on social media.

Some ideas are cool. As you know, this is a spot prepared by the Polish Tourism Organisation. I am not its director and screenwriter, because if I were, I might have built this scenario a bit differently.

โ€” Donald TuskPrime Minister of Poland, commenting on the promotional video.

However, an early assessment by Res Futura, an organization monitoring online sentiment, indicated a largely negative reception. The report stated that 85% of internet users deemed the advertisement a "worsening of image" failure, while only 15% believed it effectively promoted Poland. Criticisms focused on the video's editing, rapid pacing, and the disproportionate amount of screen time dedicated to the celebrities' faces rather than showcasing Poland.

But as you know, we have a government plenipotentiary for the promotion of the Polish brand and Professor Mrรณz-Gorgoล„ is working hard for us to launch the campaign, already integrated with all areas of life, and I think everyone will be very pleased with the results of this work, but we still need a little time.

โ€” Donald TuskPrime Minister of Poland, expressing confidence in the ongoing brand promotion efforts.

Prime Minister Donald Tusk addressed the controversy during a press conference in Krakow. While he admitted he might have approached the script differently had he been the director, he expressed support for the campaign's lead, Professor Mrรณz-Gorgoล„, who is working on an integrated brand promotion strategy. Tusk also shared a personal anecdote about Eisenberg's emotional reaction to receiving a Polish national team jersey, highlighting the actor's connection to Poland.

I befriended Jesse Eisenberg and I am glad that I saw him in a spot promoting Warsaw. I accompanied him when he received a Polish national team jersey from me and I saw how moved and emotionally involved he was.

โ€” Donald TuskPrime Minister of Poland, sharing a personal connection to one of the campaign's participants.
DistantNews Editorial

Originally published by Rzeczpospolita in Polish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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