The structure of presentation:
The description of Industrial Monuments Route (IMR)
Basic tools used in promotion of IMR
Festival of the Industrial Monuments Route
POLAND, Silesian Voivodeship
The Silesian Voivodship MONUMENTS
is the largest site of industrial
heritage monuments in Poland.
First such a route
They are wealth of the region.
They reflect its uniqueness and
They are an integral part
of European cultural heritage.
Industrial Monuments Route (IMR) since January INDUSTRIAL MONUMENTS ROUTE is a theme car tourist
2010 is a part of European Route of Industrial route, comprising objects connected with industrial
heritage of the Silesian region.
The project INDUSTRIAL MONUMENTS ROUTE
is a network tourist product encompassing the most
important and most interesting post‐industrial objects
in the region from the historical and architectural point
INDUSTRIAL MONUMENTS ROUTE is the most
interesting route of industrial tourism in our country.
INDUSTRIAL MONUMENTS ROUTE is composed of 32 objects INDUSTRIAL MONUMENTS
Objects which are situated on the INDUSTRIAL MONUMENTS
connected with mining and metallurgical tradition, electricity
ROUTE are visited annually by about HALF A MILLION
generation, railways, communication, water production and food
The turnout varies according to a place. The most popular
It includes the existing museums and heritage parks, buildings object is Żywiec Brewery Museum which is visited annually
of public utility, inhabited workers houses and working
by about 100 thousand people. Other popular sites are
Historic Coal Mine GUIDO in Zabrze visited by about 66
The objects owners are private persons, local governments, private thousand people a year, Historic Silver Mine in Tarnowskie
and state‐owned enterprises. Góry visited by about 60 thousand people a year.
About 50% of guests are groups of school children.
THE HISTORIC "GUIDO" COAL MINE in Zabrze
1. BLACK TROUT ADIT AND HISTORICAL SILVER MINE
in Tarnowskie Góry
2. "KRÓLOWA LUIZA" (QUEEN LUIZA) MINING MUSEUM in Zabrze
GLIWICE RADIO STATION in Gliwice
CENTRAL FIRE SERVICE MUSEUM
MUSEUM OF THE PRODUCTION OF MATCHES
Beer brewing Beer brewing
MUSEUM OF “ŻYWIEC” BREWERY
AND BREWERY in Żywiec
BREWING MUSEUM in Tychy
Silesian housing estates Informational signs by and in the objects
1. GISZOWIEC MINERS' SETTLEMENT in Katowice
2. NIKISZOWIEC WORKERS' HOUSING ESTATE
3. "FICINUS" WORKERS' HOUSES
in Ruda Śląska - Wirek
INFORMATION – ACCESS TO OBJECTS
Road signs in number of 305 i.e. about 10 signs per object www.zabytkitechniki.pl
Industrial Monument Route maps are available in the objects, IT
points, hotels, during the fair trades and promotional events in three
different language versions.
Budget from December 2006 to January 2010
assigned to foundation and promotion of IMR
amounted to 750 000 EURO
2010 – is the most important year in the history
of the IMR!
We have spent about 625 tys. EURO on promotion
and development of the route.
This year`s PROMOTION IMR ZOBOT ‐ a historic robot, showing themes of objects and
monuments on the Route. Zobots have been especially
a monthly regional promotional campaign designed for a promotional campaign (brand heroes
that lasted whole June (2 weeks for Festival of IMR). They are unique guides at the route objects.
of the Industrial Monuments Route, Thanks to those energetic goblins technology in our region
2 weeks for Industrial Monuments Route). COMES ALIVE!
During our campaign a variety of promotional Outdoor – key visuals
instruments were used.
•TV and radio programs
Outdoor – key visuals Outdoor – key visuals
Outdoor – key visuals
Insert – program BTL / guerilla marketing
The March of Zobots
The March of Zobots The March of Zobots
Customer loyalty program
the 12th of June 2010 ‐ the first in history Festival
of the Industrial Monuments Route, involving
• the whole region
• almost all of the monuments and museum on the
Route – and more!
23 towns in the whole region • 28 693 people participated in the events that took place during
the whole day.
40 localisations: museums, monuments, sites... connected
with the industrial history of Silesia
different types of events: special and night tours,
workshops, concerts, performances, exhibitions, films,
competitions, tastings and picnics...
attractions and activities from 8.00am till 12.00pm: on the
ground, underground, in the air, on the water, on the rails...
target group ‐ children, teenagers, families, young and active
people, elders, inhabitants of the region, tourists...
branding BTL/event marketing
• batfan flags
• posters Zobot‐building from foamed polystyrene, cartons
and building bricks.
Press releases Press releases
250 press and media releases:
• Internet = 209
• press, newspapers = 20
• radio = 20
• television = 12
• a brand “Industriada” in Google: about 16. 600 records
‐ after only 2 months of existance
See you next year in INDUSTRIADA 2011!
THANK YOU FOR YOUR ATTENTION
Marshal Office of the Silesian Voivodeship
Promotion and International Relations Department
tel. 48 32 77 40 978, e‐mail: email@example.com