Polish Tourism buys scale across the network
Cross-track posters at tourist stations paired with car panels inside the trains, bought for coverage rather than concentration.
Travel and tourism · Brand awareness · 2 weeks
- Brand
- Polish Tourism Organisation
- Objective
- Brand awareness
- Location
- Leicester Square
- Formats
- 16-sheet cross-track, Tube car panels
- Sector
- Travel and tourism
- Flight
- 2 weeks
The challenge
The brief was mass London coverage on a tourism budget, reaching both Londoners considering a short break and the visitors already moving through the city.
The strategy
Split the buy between two moments. Cross-track posters at tourist-heavy central stations catch the platform wait, while car panels reach the same audience again inside the train, where the journey is long enough to read more than a headline.
The execution
Premium cross-track sites ran at central stations including Leicester Square. Car panels ran on line packs chosen for airport and central connections, carrying a single destination image and the line 'Poland. More than you expected.'
Results
- Londoners reached
- Over 3 million across the two week flight
Campaign reporting supplied with the case study, August 2026. Not independently audited.
The work
Formats used
- static
16-sheet cross-track
Facing the platform from the opposite wall, read across the track for the whole wait.
From £2,250 per panel, per 2 weeks
- static
Tube car panels
Interior panels above the seat line, read across a full journey by an audience with nowhere else to look.
From £18 per panel, per 2 weeks
Stations nearby
Locations close enough to have run as a cluster with this campaign.
How this kind of campaign is planned
Other campaigns
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An eight week national burst with the Underground at its centre: cross-track at King's Cross, car panels across the line packs and escalator panels alongside.
Encore FMCG · Retail footfallEncore on 6-sheet posters at Bond Street
One portrait artwork running as a backlit 6-sheet and as a cross-track poster, photographed at four stations.
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