Overview of this campaign
In March 2015 the Minister of Culture announced the establishment of the Museum of Polish History in Warsaw. As a result of this decision Andrzej Wajda, one of the most eminent and popular Polish film directors and Academy Award Winner (2000) for lifetime achievement, asked to meet with “Gazeta Wyborcza’s” editor-in-chief. In his opinion the creation of such a museum was not a good idea.
This inspired “Gazeta Wyborcza” to develop the unique project entitled “Travelling Museum of Polish History”, conceived as a comprehensive educational programme about Polish history that would combine family and history tourism and we asked Andrzej Wajda to become this project’s ambassador.
Why? Because Poland lacks a modern programme of history education.
The primary goal of the project was to encourage Poles, and in particular parents and children, to visit the most important places from the point of view of Polish history: museums and historic monuments that comprise the foundations of our national identity. We decided to dust Polish museums and to have another, creative look at the historic monuments that we think familiar. We taught adults how to speak wisely and beautifully about Polish history to our children. This project was addressed not only to history buffs, but to everyone.
The campaign was planned for the summer holidays (July-September), when time and weather are conducive to travelling. The most important element of this project were the special publications in the nationwide edition of “Gazeta Wyborcza”, designed as supplements for travellers that can be taken when going on a trip. We were also present online at Wyborcza.pl/ObjazdoweMuzeum – special section to the campaign, enriched with numerous multimedia materials: photo galleries, videos, quizzes etc.. Our campaign was reinforced with a large, multi-media promotional campaign.
The campaign was also supported by various Partners. The PZU Foundation, whose primary goal, among other things, is to promote the education of children and teenagers.
Honorary patronage over the campaign was provided by the Ministry of Culture and National Heritage.
Results for this campaign
Andrzej Wajda became our honorary guide during this historic trip. From 6 July to 28 September 2015, each Monday the readers of “Ale Historia” (“Gazeta Wyborcza’s” weekly) could find our successive trips to the past in the form of a supplement entitled “Travelling Museum of Polish History”.
The text commencing the campaign on the front page of “Gazeta Wyborcza” was written by Jarosław Kurski, the first deputy editor-in-chief.
We focused on delivering an attractive message: each episode contained numerous illustrations, little known historic trivia, infographics, and practical guide content that is essential on a trip. Each episode’s formula was adapted to the project’s duration (summer holidays) and the manner of content consumption by today’s readers. We did not shun making creative pop culture references in the titles of the individual episodes, interviews and online videos, e.g. “Game of Thrones of the Piast Dynasty”, “The (in)discreet charm of nobility”.
During the campaign and after its conclusion, our Strategic Partner, the PZU Foundation, was also involved in the distribution of the supplement as a modern and unique educational material for pupils and students.
The project in numbers:
- 13 episodes of the “Travelling Museum of Polish History” in magazine “Ale Historia”
- 16 additional publications in local editions and the main section of “Gazeta Wyborcza”
- 2 428 000 sold copies of "Gazeta Wyborcza"*
- Nearly 240,000 UU and more than 700,000 views of the “Travelling Museum of Polish History” website (mobile, desktop)**
- OOH: 819 promotional citylights in Poland; advertisement carriers in the Warsaw underground
- 16 advertising spots promotion on nationwide television
- Advertising campaigns on the radio, in the press and online
- 13 videos and more than 650,000*** views of the videos on “Ale Historia” channel on YouTube.pl
*ZKDP, total paid distribution, July’s Monday (03, 06, 13, 17, 20, 24, 27, 31) August’s Monday (03, 07, 10, 14, 17, 21, 24, 31) September’s Monday (07, 11, 14, 21, 25, 28, 30) and copies 10.07, 28.08, 04.09. 18.09. Prepared by Agora SA