LOT launches Europe-wide advertising campaign

Polish Airlines LOT has embarked on a wide-scale advertising campaign in 15 European countries, using a different approach and message for each of the countries. So far, the campaign, prepared and coordinated by the Ogilvy agency, has been launched in 13 countries. In related news, Prime Minister Marek Belka has officially left his job in the airline, where he was head of the supervisory board until he became prime minister designate. Speaking about the future of LOT, Belka said that what the company needs most is capital. Since other airlines, which could be viewed as potential investors in LOT, are also cash-strapped, Belka suggests a public offering is a good way to raise funds, but he added that first the carrier’s financial condition should improve. In 2003, LOT recorded revenues of zł.2.86 billion, a zł.5.5 million profit on its core activities, but its consolidated result was a net loss of zł.111 million. (Gazeta Wyborcza, p. 29; Rzeczpospolita, May 29-30, p. B2) T.J.