The 'Come and Complain' Travel Campaign Downplays Poland
Laura McQuarrie — August 5, 2013 — Marketing
The 'Come and Complain' campaign is designed to promote Poland and Polish culture. Instead of taking a traditional approach, this campaign takes a humorous one that plays up the tendency Poles have of finding fault with everything.
Although books by Poland's Stanisław Lem have been translated into 40 languages, the campaign asks "Does Polish culture matter in the world?" 'Come and Complain' answers this question in a YouTube video with a wry "no."
On Facebook, the campaign uses meme-like images to get its point across. Images highlight facts and notable features about Poland like it being considered one of the most beautiful places in Europe or it being the birthplace of model Anja Rubik. These images are knocked down by remarks like Poland being "too windy" and Rubik being "too skinny," inciting others to 'Come and Complain' as well.
Although books by Poland's Stanisław Lem have been translated into 40 languages, the campaign asks "Does Polish culture matter in the world?" 'Come and Complain' answers this question in a YouTube video with a wry "no."
On Facebook, the campaign uses meme-like images to get its point across. Images highlight facts and notable features about Poland like it being considered one of the most beautiful places in Europe or it being the birthplace of model Anja Rubik. These images are knocked down by remarks like Poland being "too windy" and Rubik being "too skinny," inciting others to 'Come and Complain' as well.
Trend Themes
1. Humorous Tourism Campaigns - Opportunity for tourism organizations to create campaigns that take a humorous approach to promoting a destination, attracting attention and engaging potential visitors.
2. Controversial Marketing Strategies - Potential for brands to use controversial or provocative marketing strategies to generate buzz and stand out in crowded markets.
3. Embracing Cultural Stereotypes - Opportunity for brands to embrace and playfully challenge cultural stereotypes as a way to create memorable marketing campaigns that resonate with the target audience.
Industry Implications
1. Tourism - Disruptive innovation opportunity for tourism organizations to develop unconventional and humorous destination campaigns that capture attention and differentiate from competitors.
2. Marketing and Advertising - Opportunity for marketers and advertisers to explore controversial strategies that push boundaries and create conversations around brands.
3. Creative Services - Opportunity for creative agencies to help brands embrace cultural stereotypes and develop unique marketing campaigns that challenge perceptions and generate buzz.
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