Speaking with one voice?

A promotional campaign for Poland was launched on the CNN International television channel last week to enhance the country's image in the hope of attracting more tourists and investors.

The 12 week-long campaign will cost $600,000 (zł.1.36 million) and consists of two 30-second clips to be aired over 600 times and displayed on the CNN website.

The adverts present Poland as a modern country, an attractive tourist destination, a reliable economic partner and a suitable place for investments, according to the campaign's organizers. These include the Ministry of Foreign Affairs, the Polish Information and Foreign Investments Agency (PAIiIZ), the Polish Tourist Organisation and LOT Polish Airlines.

"The message of the campaign is very coherent. It aims to show a stable political and economic situation in Poland," said Paweł Wojciechowski, the president of PAIiIZ at a conference unveiling the campaign.

The newly launched TV campaign is intended  to capitalize on CNN International's upcoming "Eye on Poland" series, which will be aired between October 6 and 12. The campaign also coincides with several separate promotional campaigns on CNN by the cities of Gdańsk, Warsaw and Łódź, as well as the Warsaw Stock Exchange.

"The timing of the campaign launch was intentional, aimed to reach the largest amount of viewers possible at one time," Rafał Szmytke, the president of POT said.