The Wrocław Tourist Organisation, which co-organises the Wroclaw – City of Adventure (2023–2024) tourism campaign with the Wroclaw City Office, submitted a promotional spot of the city to the International Committee of Tourism Film Festivals (CIFFT) at the beginning of the year. Altogether, more than 4,000 films in various categories (tourism product, tourism offer, country promotion, region promotion and city promotion) took part in 11 festivals around the world.
World's Best Tourism Film in City Promotion - Wroclaw
For successive victories at festivals, Wroclaw received points in the ranking conducted by the CIFFT. In this way, it earned most points, winning in the 'City Promotion' (World's Best Tourism Film in City Promotion) category.
Wroclaw takes a bold approach to promotion, looking for new forms of communication. The success of the spot, which formed the basis of our entire two-year national and international campaign, is an important contribution to strengthening our city's brand. The credit for the awards received by the spot goes to all people involved in the campaign: the staff of the City Promotion and Tourism Department, the Wroclaw Tourist Organisation, the MagicLine Group and our partners, including the National Museum, whose director inspired the narrative axis of the film, but it is also a motivation for all of us to be creative in choosing access channels with an invitation to Wroclaw and Lower Silesia, which was heavily affected by this year's flood.
Radosław Michalski, Director of the City Brand Department of the Wroclaw City Office: ‘The Valencia award follows the success of the city's promotional spot at international festivals in 2024. Wroclaw – City of Adventure received the Silver Dolphin at Cannes (Corporate Media & TV Awards, France), an award in Los Angeles (US International Film and Video Festival, USA), as well as in Tortosa (Terres Film Festival, Spain), Zagreb (Zagreb TourFilm Festival, Croatia), Belgrade (SILKFEST, Serbia), Lousa (ART&TUR – International Tourism Film Festival, Portugal) and Warsaw (FilmAT Festival).
‘To be among the best is already great, but to be the best... it surpasses all expectations,’ comments Alfred Wagner of the Wroclaw Tourism Organisation. ‘Each festival includes a different independent jury. The promotional spot of Wroclaw was appreciated by so many bodies and eventually won the overall ranking, earning the title of the world's best material promoting a city. ‘Can you imagine a better tourist advertisement of Wroclaw?’ he adds.
International Committee of Tourism Film Festivals (CIFFT)
Established in 1989, the International Committee of Tourism Film Festivals (CIFFT) brings together international corporate and tourism film festivals in the most prestigious award and recognition initiative for tourism advertisements, promotional materials and social media films – the CIFFT Circuit. CIFFT tries to encourage tourism brands to achieve excellence in promoting their destinations, products and services through video content. It does this with the support of its sponsors, including: the World Tourism Organisation (UNWTO), the European Travel Commission (ETC) and the Tourism and Society Think Tank (TSTT).
The Wroclaw – City of Adventure campaign is organised by the City Promotion and Tourism Department of the Wroclaw City Office and the Wrocław Tourist Organisation, and the film was produced by the MagicLine Group (director: Michał Zieliński)
