The Polish National Tourist Office wanted to position Poland as a distinctive, desirable, and accessible winter destination, at a time when Chinese travelers were searching for year-end city breaks and Chinese New Year destinations.
Their winter social media campaign ran from December 2025 to February 2026 across RedNote and WeChat. The objectives of the campaign were to build awareness, spark desire, and nurture early travel consideration among two target audiences: Chinese residents living in Europe, and travelers in mainland China planning their Chinese New Year holidays.
Through 16 core content assets posted across WeChat, WeChat Channels, and RedNote, the campaign successfully showcased Poland’s winter diversity through a cohesive themed content series. With tailored messaging for
EU-based Chinese and mainland planners, it drove traffic to the “Winter in Poland” mini-program, elevating market
awareness, emotional connection, and early travel consideration to lay the groundwork for future outreach.
The results in numbers:
• 9.2 million+ impressions
• 920K+ views
• 12K engagements
• 9.94% engagement rate on RedNote
• 4,000+ new mini-program users
Dragon Trail managed the full winter tourism campaign for the Polish National Tourist Office across all social media channels, including post content, media buy, and analysis of the campaign’s results to optimize future targeting.
Content included inspirational winter experiences, practical guides, and gastronomic inspiration. On RedNote, the campaign benefited from a mix of content formats. Video drove viewer volume and click-through-rates (CTR), with the RedNote CTR reaching 8.89% for the full campaign. Meanwhile, image + text posts delivered deeper engagement and trust through richer content. The 9.94% engagement rate for the campaign on RedNote is exceptionally high. Overall, the campaign once again confirms our experience that a combination of useful and emotional content performs best on RedNote.
One of the unique features of the campaign was its dual target audiences. While mainland Chinese users delivered the highest volume and CTR, we found that the European-based audience had a higher engagement rate, with RedNote users in the UK, Germany, France, and Italy the campaign’s European focus. Based on these results, as well as the campaign’s reach among WeChat users across other European countries, we’ve been able to make informed recommendations for how to best re-target European-based Chinese with the strongest interest in visiting Poland in the future.
“Many of the most engaged users were Chinese residents already based in Europe, asking detailed, practical questions in comments and DMs about train routes, itinerary structure, safety, and seasonal planning. Our winter campaign became, in many ways, a response to their questions. Practical, route-based, culturally grounded content outperformed generic inspiration. Utility and trust drove engagement,” commented Paula Gumienna, Director of the Polish National Tourist Office’s Beijing office.
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