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That Poles willingly and frequently use public transportation has been known for a long time. According to the "Busradar" report from 2019, 88.7% of us use public transport, and more than a quarter do so every day or almost every day. We use public transportation primarily because it is convenient for us and has a good network of connections, especially in large urban centers.

The development of digital technologies significantly affects the outdoor advertising industry, and is especially visible in the transit advertising segment. Traditional, static posters and billboards are a thing of the past. They are inferior to modern digital OOH media, such as LCD screens, in virtually every field. This transformation opens up completely new opportunities for advertisers to reach their audiences.

A morning bus to work, buying a ticket at a ticket machine, traveling by IC train to a business meeting, waiting for check-in at the airport, collecting a parcel at a parcel machine - this is the daily routine of millions of Poles. What if at this very moment - when they have the time and focused attention - you could reach them with a marketing message? This is exactly what a network of LCD screens offers, reaching over 3.5 million pairs of eyes every day on public transport alone. Digital Out of Home (DOOH) is no longer a futuristic vision. It has become a game-changing reality in marketing.

Ecology is one of the fundamental issues communicated by territorial brands. In many development strategy documents for cities and municipalities, we find records of various pro-ecological initiatives undertaken by local authorities and involving residents. Ecology, broadly understood and defined in many aspects, has become a common tool for managing a territorial brand.

At the end of September, the results of a competition were announced in Warsaw, in which several Polish cities competed for the title of European Capital of Culture 2029. The city of Lublin secured this prestigious title. Meanwhile, Katowice, together with the Upper Silesian-Zagłębie Metropolis, received the title of Polish Capital of Culture 2027.

Poland Business Run 2024. It is safe to say that participating in this largest charity business relay has become our tradition. Because for the third time, the representation of our company, BC Team, took part in the Poland Business Run. In the previous two years, we took part in a virtual run, and this time we decided to run in Krakow, together with thirteen thousand runners from all over Poland. We wanted to feel the spirit of direct competition and the atmosphere of a great (really great) sports event. But above all, we wanted, as every year, to join those who, through their physical activity, help people who have experienced fate and expect help and support. People who cannot run on their own, but have hope and dreams.

The next Olympic Games are behind us. Paris welcomed the athletes and us, the fans, with a unique atmosphere and beautiful visual setting of this great sports event. We will certainly remember the spectacular scenes of the opening ceremony, the emotions associated with sports competition and the very original mascot of the games - the "Phrygian", symbolizing the iconic French hat.

“Crowd Promotion” is a phenomenon in marketing communication where the recipients of the promotional message are actively involved in creating the promotion (content, messaging, etc.). In other words, the audience of the promotional message becomes its creators, senders, and even protagonists. This approach helps build a community (or “crowd”) that is interested in a particular topic, brand, or product. This community stimulates and inspires each other, and provides valuable content from a consumer perspective.

A “Mystery Shopper” Study is used to evaluate the functionality of offices and the performance of their staff. This research method assesses customer service quality in various establishments, including public offices.

Recently, we wrote about quantitative research techniques used by city and commune offices in resident opinion research. This time we want to look at qualitative methods and consider how useful these studies can be in conducting dialogue between: Office (city/municipality) - Residents.