How do you earn 1 bln $ for the city's economy? Please read the the presentation with case study. If you would like more information, please feel free to contact us.

1. How to use
Digital Marketing
to earn
$1 bln (3,5 mld PLN)
for the CITY
CASE STUDY

2. How to use
Digital Marketing
to earn
$1 bln (3,5 mld PLN)
for the CITY and win
the European Best
Destination Contest

3. Wrocław City took part
in the contest in 2018.
And won! for the first
time!!!

4. I want it all,
I want it all,
I want it NOW!

5. 5.000.000 tourists provide
the city's economy with
a billion US dollars a year
(3 mld PLN)!
➔ more taxes paid
➔ more work places created

6. What does it mean? $$$ are being
earned by
➔ local restaurants,
➔ hotels,
➔ AirBnB hosts,
➔ UBER drivers,
➔ taxi corporations,
➔ tour operators,
➔ even food truck owners ...

7. Wrocław
0,632 M citizens

8. Wrocław
0,632 M citizens
Paris, Rome, Barcelona, Budapest, Milan, Athens,
Lisbon, Prague, Vienna, Amsterdam, Porto

9. Question:
Do you know what these cities
have in common?

10. All cities competed
in the European Best
Destinations
competition…
Milan
has been in the top
10 for the last 7 years - Never won
Athens
has been in the top
7 for the last 4 years - Never won
Paris
did not win either unfortunately

11. European Best Destinations is a
competition which has been running
for 9 years.
Travellers select the best
destinations in Europe through
internet voting.

12. Home for:
➔ 600k inhabitants +
➔ 100k students +
➔ 100k Ukrainian expats and…
➔ 400 dwarfs
➔ 5,000,000 tourists
Wrocław is fourth largest City in
Poland
➔ historic: architecture,
monuments
➔ multicultural open & vivid
➔ city of water: over 100 bridges,
12 islands, 44 public parks
Wrocław means:
➔ openness
➔ vibrancy
➔ possibilities
➔ balance
21 3
! Great entertainment and culture center !!! Famous hospitality

13. And what did Wrocław win?
In addition to the prestigious title EBD2018?
Wrocław won a billion $$$!
(3,5 mld PLN)!!!

14. …this year, the number of searches for accomodation in Wroclaw increased by 242%
compared to 2017. Tourists are looking for flights to Wroclaw 28% more often than last
year. Wroclaw appeared more often in searches from the United States (57%) and
from Switzerland (42%)”*
source * ** Biuro Promocji Miasta i Turystyki Urzędu Miejskiego we Wrocławiu
„
5.000.000 tourists generate PLN 3,500,000,000 (about 1 billion USD )
in revenue for the city of Wrocław

15. Accommodation searches
increase by 242%
flights searches increase
by 28%
new „thick wallet” countries
United States, Canada, Switzerland
5.000.000 tourists
→ 1 billion USD in revenue

16. We did it!
This is how

17. Brands
that we are
working for:
We bring tourists. Data Consulting Company

19. We invited influencers as long with
their engagement for promoting
Wrocław...

20. Case Study
Supported us:
➔ cities: Gdańsk, Gdynia, Kraków,
Białystok, Poznań, Szczecin,
Warszawa, Leszno and more
➔ institutions: ZOO Wrocław,
Hydropolis, Port Lotniczy,
ARAW, MPK Wrocław,
Wrocławski Park Technologiczny,
Młodzieżowe Centrum Sportu,
Strefa Kultury Wrocław, Stadion
Wrocław, EIT+
➔ organisations: Polska
Organizacja Turystyczna,
Dolnośląska Organizacja
Turystyczna

21. We used Big Data marketing and
Artificial Intelligence for promoting
Wrocław
Case Study

22. We are part of the leading global
Big Data Platform...
27 B
Anonymous profiles
200+
Markets
Number
of profiles

23. ...and we used our own,
unique technology based on AI
Dodać AI
Big Data marketing

24. Big Data Marketing as a foundation
of Online communication strategy

25. Behavioral analysis
of users’ profiles
➔ detailed analysis of users who visited wroclaw.pl or visitwroclaw.eu websites
➔ finding the best converting profiles
➔ creating behavioral profiles to precisely define target audience

26. ➔ Thanks to Big data analyzes and
Artificial Intelligence we created a
special look-alike segment
➔ The segment included profiles of users
with an attributes’ list closely similar to
the best converting audience
Look-alike modeling - BIG DATA

27. Precise audience targeting
Execution
➔ The banners were displayed to
users, who were visiting public
places in Wroclaw, such as the
town square, airport, railway station
or shopping malls...
➔ We have targeted ads at users who
visited wroclaw.pl or visitwroclaw.eu
and at Poles who live abroad!

29. Wrocław gained votes
from over 140 countries
➔ Poland
➔ Ukraine
➔ Great Britain
➔ Germany
➔ Argentina
➔ USA
➔ Peru
➔ Mexico
➔ Italy
and many more..
The campaign went GLOBAL!!!

30. Victory
Wroclaw win the European
Best Destinations 2018
competition!
Campaign effects
27 547
votes for Wroclaw
thanks to our campaign
(67% of all votes)
41 148
total amount of votes
for Wroclaw
67%

31. Heads of the successful TEAM
Grzegorz Kosiński
CEO of Audience Network
Jakub Dymitrowicz
CEO of BrandBridge
Wioletta Samborska
Director of the City Promotion and Tourism
Office w Municipality of Wroclaw

32. Celebration time!

33. ● 1154 mentions about Wroclaw
generated 2 112 830 reach
● 99% mentions were positive or
neutral
● shared over 30,000 times on social
networks
➔ 1154 mentions about
Wroclaw generated 2 112 830
reach
➔ 99% mentions were positive
or neutral
➔ shared over 30,000 times on
social networks

34. Campaign
effects

36. High quality data + unique technology + experience
=
spectacular digital campaigns
Big Data marketing
- recipe for success

37. Jakub Dymitrowicz
CEO
kuba@brandbridge.eu
Grzegorz Kosiński
CEO
grzegorz.kosinski@audiencenetwork.pl
@webringtourists
@webringtourists
@brandbridge_sro
@audience-network
Wioletta Samborska
Director of the City Promotion and
Tourism Office in Municipality of
Wroclaw
wioletta.samborska@um.wroc.pl
@wiola-samborska
@wiolasamborska