The leitmotif of the campaign is the adventure of looking for the treasure that was apparently hidden in Piotr Włostowic’s tomb. This Silesian magnate living at the turn of the 12th century initiated the construction of a huge monastery at Ołbin – today a housing estate in the centre of the city.
The Wroclaw – City of Adventure campaign was initiated by a spot featuring popular actors, including Polish cinema and theatre star Daniel Olbrychski. The video shows the most popular places in Wroclaw, including the Centennial Hall, the National Music Forum, the National Museum, the Africarium, Dunikowski Boulevards and the Market Square, but also less popular locations, such as the crypt of the Dominican Church.
‘To travel is to live. Or at least to live a double, triple, multiple life,’ said well-known writer Andrzej Stasiuk. We encourage you to make a trip to Wroclaw. It is an attractive destination for tourists from Poland and abroad. In 2022, 5.8 million tourists visited Wroclaw. However, we do not want to stop at that. ‘By showing Wroclaw as a ‘City of Adventure’, we hope to make further visitors feel the unique climate of this city, its atmosphere, wonderful corners and the life it teems with from morning till night,’ says Jakub Mazur, Deputy Mayor of Wroclaw.
Figures of the Wroclaw Airport also confirm that Wroclaw is a highly attractive tourist destination. The total number of passengers arriving by plane in 2022 totalled around 1.3 million PLN. Further air routes, e.g., to Porto, were opened also last year, and all air traffic (including both arrivals and departures) reached a number of almost 3 million, which means 100 per cent more than in 2021! In 2022, 2 million customers visited the Wroclaw Aquapark.
The city will promote its offer under the campaign by means of a spot displayed on 170 cinema screens in Warsaw, Poznań, Kraków, Katowice, Łódź, Gdańsk and Szczecin, an outdoor campaign on at least 260 carriers (in the same cities) and online.
‘The Ołbin abbey was dismantled. Its bricks were added to many buildings that exist until today. We invite you to discover the treasure that our city is,’ encourages Radosław Michalski, Head of the City Promotion and Tourism Department of the Wroclaw City Office.
Ten thematic routes around Wroclaw have been prepared under the campaign. Their detailed descriptions can be found on Wroclaw’s tourist website: www.Visitwroclaw.eu.
Film and music stars and other well-known personalities speak enthusiastically about Wroclaw. Wroclaw-born singer Mrozu referred to the ‘Good evening in Wroclaw’ [‘Dobry wieczór we Wrocławiu>>'<<] neon sign that everyone going out of the Main Railway Station must see. ‘Thank you for every day spent in Wroclaw.’
Actor Andrzej Seweryn confessed that already when approaching Wroclaw, he feels the joy that explodes when he enters the Wroclaw Market Square. Wroclaw-born actress Ola Hamkało admits: ‘I miss Wroclaw.’ And music artists Sidney Polak, Grzegorz Markowski and Andrzej Piaseczny pointed out the friendly atmosphere created by the inhabitants of Wroclaw.
Daniel Olbrychski: ‘Wroclaw means beautiful memories that last almost 60 years! Friendships, memories of work, but also admiration for the city that has changed so much for the better over the years – and this enchantment grows every year, especially recently!’
‘It is a great joy and satisfaction for the National Museum in Wroclaw, particularly in the year of its 75th anniversary, that we could participate in the most recent promotional campaign of Wroclaw. We are proud to take part in this project, from the inspiration and consultation stages to the use of our charming museum interiors. We believe that the Wroclaw – City of Adventure campaign will prove successful and attract further millions of tourists seeking adventures to our beautiful city, and we hope they visit also the National Museum to see the unique historical treasures that have survived from the former Benedictine Abbey at Ołbin,’ says Magdalena Skrabek, Promotion and Communication Department of the National Museum in Wroclaw.
The tourist campaign will be conducted from May till September 2023. Its cost exceeds 400,000 PLN, and its partners are the Wroclaw Tourist Organisation, ZOO Wrocław, Aquapark Wrocław and the National Museum in Wroclaw.
