PolskiBus.com Promo, Case study POLSKIBUS.COM CONQUESTS POLAND by Partner Of Promotion

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Industry Public Transport, Mass Transit
Media Promo & PR, Case study
Market Poland
Agency Partner Of Promotion
Client Service Director Anna Hahn-Lesniewska
Released June 2011

Credits & Description

Category: Travel, Tourism & Leisure
Product/Service: POLSKIBUS.COM
Client Service Director: Anna Hahn-Leśniewska (Partner Of Promotion)
Account Director: Emilia Hahn (Partner Of Promotion)
Public Relations Manager: Piotr Pogonowski (Partner Of Promotion)
Media placement: PR Activities - Online - 06.06.2011

Summary of the Campaign
Travelling by bus has been traditionally perceived by Poles as not very comfortable or clean and always late.

PolskiBus.com, a new bus company in Poland, wanted a PR campaign to reach the widest possible group of prospective clients. To reach this goal and maximize the impact, we knew that first of all we need to revolutionize Poles perception of bus travel.

To build brand awareness among the prospective customers we had to spark a revolution by providing Poles with a brand new quality of bus travel -a quality they deserve. By an amazing roadshow all around Poland, we let them experience the comfort of the services offered by PolskiBus.com.

Thanks to our successful PR campaign, Poles learnt about the services of the new bus carrier, low ticket fares offered by the company as well as high quality of services and comfortable travel conditions, all this within only few days before the brand’s launch in Poland.

In 10 days of a press event, the Polish Internet site of PolskiBus.com attracted more than one million visitors, the Facebook profile gathered more than 5,500 fans, while the press published in excess of 500 articles!

The Situation
PolskiBus.com was a new bus carrier operating on the Polish market.

As the company does not operate under this brand in any other country, our key challenge was to build brand awareness among target groups.

The owner of the PolskiBus.com brand, Souter Holdings Polska, anticipated that following the PR campaign Poles would learn about the brand new quality of travel available on the Polish market, low ticket fares offered by the company as well as the high quality of services and comfortable travel conditions.

The Goal

Our challenge was to revolutionise the ways Poles perceive bus travel and to build a strong, positive image of PolskiBus as a quick, affordable and comfortable carrier.

We wanted to entice Poles to visit www.polskibus.com, increase web traffic, and build a strong and likeable Facebook profile and achieve significant coverage in national and local media.

The Strategy
Communication activities of PolskiBus.com were targeted at all people travelling across Poland and prospective customers, the groups of primary focus were:

• students who travel a lot on a limited budget

• frequent travelers who travel on business and for leisure

• journalists of general interest media from Poland, as well as youth and industry magazines

• journalists from Germany, Austria, Czech Republic and Slovakia (were PolskiBus.com travels)

To reach such a wide audience within a limited time frame, we needed to spark a revolution by showing Poles a brand new quality of travel: comfortable, affordable and on time - the quality they deserve! Therefore we decided to embark on an exiting roadshow throughout Poland to let Poles experience the comfort of the services offered by PolskiBus.com.

First, we have introduced PolskiBus.com during an exciting press event organized in Warsaw. Journalists were given the opportunity to ride with PolskiBus.com.

As journalists were enjoying their bus ride, other inhabitants of Warsaw could join in on other events organised by PolskiBus.com. We set up a huge inflated tent in the very city centre with hostesses distributing leaflets. Everyone could get into the coach to experience the comfort it offered.

To make this campaign even more successful, we create a hero, stork Ziggy, favourite mascot of children and adults. Storks have traditionally many meanings: They are a symbol of Poland, travel and happiness. Stork Ziggy became a symbol of PolskiBus.com.

Then, PolskiBus.com embarked on a roadshow across Poland. In every city we arranged interviews with local media, meetings with opinion leaders and city inhabitants. During our Tour de Poland, press office managed communication in every country where PolskiBus.com operates.

Documented Results
In 10 days, thanks to our endeavours:

• www.polskibus.com was visited by 1,000,000 people,
• Facebook profile won over 5,500 fans, to reach over 6,500 in the next 5 days,
• we have inspired close to 550 publications in the Polish and foreign media; their total advertising value equivalent exceeded €3,000,000,
• 168 publications in the national media and over 300 in local,
• more than 70 publications in foreign media.

We met in total:

• over 112,000 people in 14 cities of destination of PolskiBus.com,
• close to 160 journalists from national and local media,
• over 20 meetings with local opinion leaders (representatives of Town Hall, local universities and tourist organisations).

We achieved our main goal: revolutionary change of Poles perception of bus travel. Impressed by this success Souter Holding decided to open more routes then forecast. PolskiBus.com conquered Poland!