Anna Bojarska
Zarządzanie w Kulturze, Tom 15, Numer 2, 2014, s. 199 - 212
https://doi.org/10.4467/20843976ZK.14.016.2224Promotional actions of Lublin Voivodeship – Lubelskie. Taste Life!
The aim of the article is to describe the forms of promotional activities undertaken and realized by the Strategy of the Lublin Voivodeship Brand – Lubelskie. Taste Life!. A research was done in order to compare the assumptions of local education with the ideas included in the Strategy, which is bound with the development of the Voivodeship of Lublin. The work written in 2008 by the Department of Promotion and Tourism of the Marshal’s Office – “The Strategy of the Lublin Voivodeship Brand – Building Brand Project for 2008-2020” was submitted to a detailed analysis. The methods of document analysis and survey were used in researching the promotional forms included in the Strategy. The main vision of the brand was defined as Lublin EKOPOLIS expressed by a logo and the slogan: “Lubelskie. Taste Life!” The aims regarding the spread of knowledge about the region included in the Strategy are realized by advertisement campaigns and numerous cultural festivals. As a result, the Voivodeship of Lublin has probably become better known and perceived by Polish residents of big cities as well as by the Lublinians themselves. Perhaps the strategy has caused an increase in the awareness and civil self-consciousness of the local society regarding to history, culture and tourist attractions of the region and it has led them to deepen their personal identification with the region as well as openness to other cultures.