Polonia Case Study
At the beginning of 2025, Tangoo launched a collaboration with the Polish National Tourist Office, aiming to boost Poland's visibility as a travel destination among Italian tourists
The challenge
The Office, responsible for Poland’s international promotion, chose Tangoo to design an effective and innovative digital campaign, aligned with new audio and digital consumption habits. The main goal was to increase the country’s awareness and appeal among Italian travelers, with a focus on destinations easily reachable thanks to direct flights from major Italian cities.
The campaign needed to:
-Clearly communicate the accessibility of Polish cities, emphasizing the ease and convenience of direct flights and positioning Poland as a nearby yet surprising European destination;
-Encourage bookings for the spring travel season, by promoting Poland as the perfect getaway for cultural, historical, and natural experiences during a time when Italian travelers typically begin planning their holidays.
-Reach a mature and travel-savvy audience, through high-quality, personalized messaging with an inspirational tone, designed to resonate with a conscious and experience-driven demographic.
Stand out in a highly competitive tourism market, by leveraging innovative, high-performing digital channels. For this reason, the Polish National Tourist Office turned to Tangoo, choosing a fresh and effective communication strategy tailored to evolving audio and digital consumption habits.
HOW WE HELPED THEM
Tangoo developed a highly personalized omnichannel digital audio strategy based on data analysis, user behavior, and geographic context.
1. Data-driven multichannel strategy
The campaign was planned across 9 Italian cities with direct flights to Poland: Milan, Rome, Naples, Bologna, Turin, Pisa, Venice, Verona, and Palermo, with a frequency cap of 5 impressions per user.
2. Creative and immersive audio execution
Tangoo wrote, produced, and distributed high-impact audio ads on Spotify, Amazon Music, Selected Podcasts, Premium Web Radio (e.g., Radio 105, RDS, RTL, Kiss Kiss); the audio format allowed us to reach people in unique moments, such as in the car, while exercising, or wearing headphones at home.
3. Display retargeting on second screen
Audio was combined with a display retargeting campaign on second screens. Users who had listened to the audio ad were later targeted with personalized display banners, reinforcing memorability and driving action.
4. Advanced targeting with first-party data
We used advanced data (Spotify Audience Segments, Audiomatic, interests, behaviors, devices, geolocation) to target: Travelers aged 25+, Culture, nature, and city break enthusiasts, Last-minute tourists and Podcast and music lovers
5. Use of Innovative formats like ShakeMe
The ShakeMe format enabled mobile users to interact with the audio through a physical gesture (shaking the smartphone) to access offers, coupons, or promotional pages, resulting in higher conversion and brand recall.
results
The campaign delivered excellent results in terms of reach, engagement, and action, surpassing market benchmarks, supported by detailed reports by city and audience that facilitated continuous optimization.
2.4M
Audio Impressions
780K
Users reached across 9 target cities
+96%
Listen-Through Rate
6,6K
Clicks from display retargeting
+300%
Engagement increase through shake-me format
Tangoo’s strategy turned a simple promotional activity into an integrated, measurable, high-performance digital campaign.
Through the synergistic use of audio, display retargeting, and advanced data, the Polish Tourism Office achieved high-quality visibility, real engagement, and a strong boost in consideration, contributing to increased tourist flows toward Poland’s main destinations.