Fun in the alpine sun
Zell am See-Kaprun, a quiet alpine village in Austria, has enjoyed a fair degree of popularity among Europeans since the 1960s, thanks to the draw of nearby KitzsteinhornMountain. In recent years, however, Poles have become a particularly significant demographic.
"Polish Days," organized by Warsaw-based Testa Communications for Zell am See-Kaprun's official tourism bureau, has raised awareness of the village among Poles over the last few years. The annual media event gathers Polish celebrities - some famous, some infamous - along with journalists from major newspapers, glossies, radio stations and television programs.
Invitees are treated to an all-inclusive trip - fine dinners, skiing and snowboarding equipment sponsored by Salomon, concerts, parties, sporting competitions, dance classes and even cooking workshops. Journalists are fawned over (almost) as much as stars and, as a result, tend to report the event in glowing terms back home.
Tomasz Kamyk, editor-in-chief of industry title Marketing & More, noted that the "celebrity factor" was what made the event so successful. "The resonance in the media for such an event draws in sponsors and stimulates business," he said. Kamyk explained that while Zell am See-Kaprun might not necessarily figure as the most attractive destination in the Alps, Testa's promotional campaign had successfully branded the region as a top choice for Poles.
Celebrities attending this year's Polish
Days included Patricia Kazadi, a Polish-Nigerian songstress and sitcom actress;
Monika Mrozowska, star of popular serial "Rodzina Zastępcza;" and Ewa Szabatin,
a dancer known for her extraordinary performances on the Polish edition of
"Dancing with the Stars."
