A teddy bear or a massage together? What gifts do Poles like to give to each other on Valentine’s Day? Analyses of preferences have shown that, at present, Valentine’s Day is mostly about experiences. Today, we prefer to Be that to Have. It may seem that Valentine’s Day is a fairly modern holiday, however, this tradition dates back to ancient Rome (even though the then Lupercalia were rather devoted to the founders of the Eternal City than to love). In Poland, Valentine’s Day became popular in 1990s. At first, the celebrations were limited to exchanging postcards, teddy bears and sweets.
It has now evolved into a day which lovers spend together in a pleasant way.
In Poland, there are 8 % of passionate opponents of Valentine’s Day while 74 % of Poles say they like the holiday.
Year by year, more and more people decide to celebrate it (in 1997, only 37 % of Poles celebrated Valentine’s Day while in 2013 the figure reached 59 % – source: CBOS 2013). Apart from the person we love, we often give Valentine’s Day cards to our parents and friends.
A greater openness in celebrating Valentine’s Day is not the only change in the Poles’ attitude to the event. The way Poles celebrate 14 February has also changed. It is visible in the selection of gifts. The information collected by SuperPrezenty.pl shows that the most popular type of gifts are those which involve experiences. It is not mascots, electronic gadgets or chocolates that make lovers the happiest but gifts which offer emotions, which the couple can use together. Thus, the most attractive Valentine’s Day gifts include: weekends in SPA, massages or trips together. In addition, we also enjoy experiences which may be deemed extreme, such as paragliding or hot-air balloon flights. Even though shopping malls try to convince us that Valentine’s Day cannot be celebrated without a concrete, tangible gift, Poles seem rather resistant to consumptionism and value experiences and emotions more than another gadget – cause “moments are the only beautiful times in life”.
The SuperPrezenty.pl brand, the leader in the Internet gifts sector on the Polish market, has started cooperation with the Biuro Podróży Reklamy agency. In 2015, the agency will provide comprehensive digital services to SuperPrezenty.pl. The agency will run a campaign based on an original concept. Its duties include running the brand’s Facebook fanpage (www.facebook.com/SuperPrezenty), broadcasting commercials in the service, as well as providing e-PR and corporate PR services.
On the client’s behalf, project execution will be the overseen by Michał Kozłowski – Marketing Specialist in SuperPrezenty.pl, while on behalf of the agency, the campaign will be run by the team composed of: Katarzyna Dyrcz – Project Manager, Łukasz Ludkowski – Creative Director, Piotr Rychel – Content Designer and Robert Sosnowski – Managing Director. The cooperation in 2015 is a result of a tender the agency won.
“We started cooperating with Biuro Podróży Reklamy since the agency offered us the most engaging and original social media communication and corresponding PR activities both on the Internet and in internal PR. It also proved the best knowledge of the brand’s target group,” says Michał Kozłowski.
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