ONE STEP AHEAD OR HOW TESTA DID STORIES BEFORE INSTAGRAMBRANDING AND BRAND EXPERIENCE
For TESTA, the world never had any borders, and projects carried out for the tourism industry have always given us wings. Today, after creating dozens of communication strategies, events and campaigns, we can say that we are experts in tourism marketing.
MASO CORTO: A STRONG DISTINGUISHING FEATURE
Nearly twenty years ago, we’ve created a marketing strategy for the Italian town of Maso Corto (South Tyrol) based on an original event – Polish Days. The location, visited by thousands of tourists during the winter, was empty in the summer. The hosts were looking for ideas on how to attract guests. We took advantage of a distinguishing feature – a glacier allowing to ski all year round. Around this, we’ve built an event plan and the entire communication in the Polish media. Every year, we’ve invited journalists from colourful magazines, radio, and television as well as celebrities to ski during the summer. We’ve gained media partners and Polish sponsors who largely financed the event (in exchange for participation in the event’s advertising campaign and product placement in reports). Under the watchful eyes of cameras, the stars spent family holidays in the Italian Alps, actively participating in sports activities. The result was excellent: the AVE in the media amounted to several million zlotys each year, and Poles began to go skiing in the middle of the summer in crowds – following in the footsteps of Polish celebrities and attractions: music concerts, theatre performances, workshops, and sports competitions. The idea was simple and gave rise to the so-called promotional trips (stars and media) as well as reporting their travels by Polish celebrities.
ZELL AM SEE – KAPRUN: AWAKEN SENTIMENTS
From Maso Corto we moved to Zell am See – Kaprun and to the Kitzsteinhorn glacier. A region providing more opportunities, popular among Poles in the 1990s. The challenge was big (returning to the years of greatness), and the effect was as good as in Maso Corto. Thanks to the agency’s actions, more than 70 percent of Poles visited the Austrian region in the summer (year after year) and more than 30 percent in the winter. An increase in the number of tourists from Poland continued for several years, when the Polish Days were held cyclically.
Cooperation with resorts was excellent. We knew how to build a community and emotions surrounding the best alpine ski resorts in the world.
TATRA MOUNTAINS: PROVEN SOLUTIONS + BOLD IDEAS
Events promoting tourist regions, attractions, and hotels, participated by stars and the media, have become a showcase of TESTA. We’ve organized events for ski resorts in Slovakia (Jasna, Chopok, Tatrzańska Łomnica), as well as for Tatralandia. The advertising equivalent of press publications as well as radio and television broadcasts during such an event was on average close to PLN 2 million.
In terms of promoting Zakopane, TESTA has completed several projects. It was twice responsible for the media handling of the International Mountain Forum, carried out in cooperation with Tatrzańska Agencja Promocji, Rozwoju i Kultury. It also organized Parada Kibiców under the slogan “Wielkie Granie, Wielkie Skakanie”. In terms of the events accompanying the FIS World Cup in Ski Jumping, the streets of the capital of the Tatra Mountains were taken over by a white-red parade participated by ten thousand people, while the stars of the Polish music scene performed on platform vehicles. The event was reported by the most important media and all major news channels, while photos of the smiling crowd of fans circulated around the world.
FOLLOWING PROJECTS: EXPERIENCES AND GREAT RESULTS
It was always our dream to cooperate with the city of Berlin. In terms of promoting the capital of German, in the centre of Warsaw, at Plac Dąbrowskiego, we’ve opened “Pop into Berlin” for two weeks, an exhibition of the latest Berlin trends concerning culture, art, culinary arts, fashion, beauty and lifestyle. All of this under the slogan “BERLIN 365/24”. TESTA was responsible for communication and supported the implementation.
At the request of Switzerland Tourism, we’ve comprehensively organized a family event inaugurating the winter season in the Swiss canton of Wallis. The event took place at Torwar in Warsaw. Almost 3,000 people participated in it. The main attraction of the event consisted in a social curling match between Poland and Switzerland.
TESTA can account for cooperating with Roter Hahn – an association bringing together nearly 1600 farms from Southern Tyrol. For this client, we’ve conducted an intense communication with journalists and bloggers. The effects of these actions consisted in a few hundred publications in the printed media and online.
TESTA, A RECIPE FOR SUCCESS!
Today, we constantly create events for tourism, build communities around them, arouse emotions, and effectively encourage Poles to travel, take advantage of hotels and attractions. We know how to communicate brands with very distant records – starting with a fashionable, artistic, and fresh European capital up to a ski top. We know the trends in hospitality and tourism – we have been following them for 20 years. Our extensive observations of dynamically changing phenomena and preferences help us to understand the needs of customers, notice the cultural nuances and mass needs, and then design experiences around tourist attractions.
In the new, post-pandemic world, the expectations of tourists have changed. The world needs authenticity, balanced holidays, and unique experiences. People rediscover nature by using it to escape from problems and everyday life. We know how to communicate in new times.
We work with journalists and celebrities as well as influencers, tik tokers, and youtubers. We create attractive photo and video content for SM, as well as new and traditional media. We constantly have ambitions to work with brands that want to be one step ahead.