The online portal PRoto.pl published a ranking of the strangest and most absurd promotional ideas by cities. Among 13 selected initiatives, Bolesławiec’s clay figures came third. The survey was conducted among specialists involved in regional marketing. They were asked to critically assess promotional activities.
The ranking’s authors emphasize that their aim was not to identify the city with the worst promotion or the authors of the worst project, but rather the idea that arouses the strongest emotions and is therefore controversial. The survey included events covered by nationwide media between January and July 2008. Anna Proszowska-Sala, head of the Polish Cities Promotion Festivals Project, believes that the clay figures from Bolesławiec are not strategic promotional assets and cannot be an end in themselves. However, in the commentator’s view, they can complement larger promotional projects. Mariusz Wróbel – managing partner of the Institute of Territorial Marketing – stated in an interview with PRoto.pl: “The clay figures attract passers-by’s attention and, through their grayness and number, stand out amid the fireworks of colors at tourism fairs. An absurd idea, but in the best possible sense of the word.”
Winners of the ranking of the strangest/most absurd city promotional idea:
- The idea of Sosnowiec councillors to make Edward Gierek the face of their city
- Initiatives by Warsaw’s municipal authorities to promote Warsaw: new slogans, logos and a “cabbage-themed” film
- The Glinoludy campaign promoting Bolesławiec
- The Uchofony campaign promoting Małopolska
(MZ information)
See also
PRoto ranking: The biggest controversies surrounding city promotion