On Friday, December 13, at the Lower Silesian Film Centre (DCF), the City of Adventure gala was held, organized by the Wrocław Tourist Organization (WROt) with the support of the Wrocław City Office. Attendees included members and staff of WROt, employees of the City Promotion and Tourism Department (2022–2024), members of the Wrocław Tourism Council, the film crew that produced the centerpiece of the campaign, partners, and invited guests.
Over the past two years, Wrocław has been promoted through the unique and modern campaign “City of Adventure.” “I remember when we jointly announced the start of the campaign in May 2023 – time has flown by so quickly. Congratulations on the tremendous success of the campaign, confirmed by numerous awards and distinctions. Wrocław is a vibrant, proud, and beautiful city that knows how to promote itself both nationally and internationally,” said Jakub Mazur, Deputy Mayor of Wrocław, during the gala’s opening.
“Today’s gala marks the conclusion of two years of activities related to the campaign, but above all, it is an opportunity to thank everyone who contributed to the success of the City of Adventure,” added Alfred Wagner, President of the Wrocław Tourist Organization.
Radosław Michalski, Director of the City Brand Department, spoke about the idea and beginnings of the campaign, noting that the inspiration came from promotional spots for Dubai, each in a different genre—thriller, crime, romance, and comedy. From this came the idea to create an adventure film, which was shot in just three days!
Prof. Piotr Oszczanowski, Director of the National Museum in Wrocław, who suggested the historical-legendary theme of the campaign (centered on the legend of the Ołbin Abbey treasure), described it as an incredible synergy. He referred to the film—many scenes of which were shot at the National Museum—as a success that sparked curiosity and interest among viewers in Poland and abroad.
Director and screenwriter of the spot, Michał Zieliński (from MagicLine Group), shared memories from the set and his collaboration with actors Daniel Olbrychski, Marianna Zydek, and Piotr Nerlewski. He also highlighted the decision to choose the adventure genre: “We decided on an adventure film because everyone loves and understands adventure,” he emphasized.
As part of the Wrocław – City of Adventure campaign, in 2023, Wrocław was promoted in cinemas across seven of Poland’s largest cities. The spot, styled as a trailer for a fictional adventure film, was viewed by almost 600,000 people. Nearly 300 billboards in Warsaw, Kraków, Poznań, Łódź, Szczecin, Katowice, and Gdańsk encouraged visits to the city. Digital marketing efforts were also carried out online.
In 2024, the spot was dubbed into four languages—English, German, Czech, and Spanish—and promoted online in six countries: Germany, the Czech Republic, the United Kingdom, Spain, Norway, Finland, and the Netherlands. This resulted in 17 million views on Facebook and Instagram. On YouTube outside Poland, the spot was viewed 308,000 times, amounting to a total of 3,622 hours of half-minute footage watched.
Additionally, eight tourist routes (e.g., family, green, Odra river, cycling) were developed, both in digital formats and printed maps distributed at tourist fairs in Poland and abroad, as well as during numerous events.
Among the many additional activities, the campaign also featured an outdoor exhibition narrating the history of the Ołbin Abbey, a permanent display in the window of the Lower Silesian Tourist Organization, and a special performance at St. Adalbert’s Church (Dominican Fathers) during Museum Night.
In 2024, the spot was awarded at eight international tourist film festivals (Warsaw, Los Angeles, Cannes, Belgrade, Zagreb, Lousã, Terres, Valencia). On November 27, it received the award for the best city promotional spot in the world in 2024.
The campaign was organized by the City Promotion and Tourism Department of the Wrocław City Office and the Wrocław Tourist Organization. Partners included Wrocław Zoo, Wrocław Aquapark, and the National Museum in Wrocław. The spot was produced by MagicLine Group and directed by Michał Zieliński.
photo: Hipolit Terpiński
