This original communication platform designed for Galeria Dominikańska engaged Wrocław residents to discover their city with a completely new perspective. Valkea’s multistage implementation involved the full spectrum of its communication departments including creative, events, social media, digital, custom publishing and PR.
Wrocław, one of Poland’s most beautiful cities, features many hidden gems, little-known facts and enigmatic attractions. Valkea’s campaign shared these with residents during free guided-walking tours visiting some of the most distinctly beautiful architecture of Lower Silesia’s capital.
On Galeria Dominikańska’s Facebook and Instagram profiles, we surveyed local residents about the city’s most characteristic landmarks. These then became the leading topics of educational workshops conducted in our gallery zone run by lecturers and artists from the Wrocław Academy of Fine Arts.
Valkea designed a special website to post children’s art made during the workshops. Over a period of two weeks, anyone could vote for their favorite paintings submitted by schools. About 35,000 local residents voted to select a winning school, which received a PLN 20,000 grant to equip its art studio. A jury of representatives of Wrocław institutions also awarded five individual prizes – computer graphics tablets that will allow children to develop their artistic talents.
We engaged renowned Wrocław illustrator Paweł Mildner in the project. His artistic interpretation of the city’s landmarks became the key graphic campaign visual.
We used these to produce designer magnets, distributed as shopper rewards to Galeria Dominikańska customers. They were also displayed in a special cube at the shopping center and reprinted as posters provided to local customers and tourists at Wrocław attractions.
These activities received broad and prominent coverage from Wrocław media. As part of Valkea’s PR activities, we involved numerous local institutions and outlets including media support of the Kocham Wrocław website, Wrocław City Hall, Centennial Hall, the Wrocław Parks and Recreation Board, National Museum in Wrocław and the University of Wrocław.
Milder’s graphics also featured prominently in “Creative Wrocław”, a unique album designed and produced by our team, which doubles up as an exquisite walking tour guide and activity book that depicts Wrocław attractions in a tasteful tongue-in-cheek manner.