Kierunki działań promocyjnych miasta Lublina

Abstract

The aim of the article is to present and evaluate promotional campaigns of the city of Lublin. The city of Lublin was selected for testing because of the originality of the promotion, which is reflected in winning numerous awards marketing. The research was carried out by diagnostic survey using the questionnaire technique (CAWI) and interview techniques and direct telephone. In addition, benefited from the strategic documents of the city of Lublin, statistical data, reports on the implementation of the municipal budget and literature. City Lublin conducts original and unconventional promotional campaigns, including advertising. Especially noteworthy are primarily advertising environment “Hitchhikers” and “Lost Memories”, using elements of guerrilla marketing and word of mouth. The effectiveness of the promotion of the city provides, among others, increase tourist traffic in the city and recognition of the promotional slogan “Lublin. City inspired” by the Polish population.

Keywords

• marketing places
• promotion
• Lublin