Krakow New Year’s Party Success
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Add date: Monday, 5 January 2009
 New Year’s Eve on the Main Market Square is yet another confirmation of the highest artistic standard of Krakow events. The music and multimedia show as well as the internationally famous stars made it a memorable experience for both the residents and guests to the city. The organisers prepared the biggest New Year’s Eve dance floor in Poland for the participants with 21,000 sq. m, which was used by 180,000 people during the course of the party. At midnight, a crowd of almost 100,000 gathered in the biggest square in Europe, as it does every year, with over 60,000 partying in front of the stage.
The program created with the New Year’s Eve audience in mind was part of a consistant image building effort for Krakow – a city with extraordinary cultural events. The high standard of the event – the only one in Poland which was highly esteemed in foreign media, was attended by top artists among them the superstar Leona Lewis. The British vocalist, famous for the hit “Bleeding Love” which has been topping international charts for over a year, has recently been nominated for three Grammy Awards, among them for best song and album of the year. The partygoers who took part in the event spanning a number of hours also saw Kate Ryan, Kasia Kowalska, Natalia Kukulska and Tatiana Okupnik.
In the words of Paweł Rabiej, image and promotion consultant, editor and co-publisher of business magazines (Harvard Business Review, Businessman Magazine, Kaleidoscope), “... the effects of a focused long-term city promotion are not reflected in one-off television audience numbers. The desired effect is that people want to take part in the concert – not just to watch it on TV. Only a large scale event has a chance of making itself heard above the roar of the New Year’s fireworks. For the first time international web users and commentators have approved the programme and have even been jealous of the performers. It is worth a mention that just the official web page of Leona Lewis, which mentioned the Krakow event, was read by over 775,000 people from abroad and there was news of it on many other international portals.”
The city centre changed into a gigantic show stage, which could become the New Year’s Eve trademark for Krakow. The vocalists were accompanied by a multimedia show by the VJ duo "Temporary Space Design” and the best Polish lighting director Grzegorz "Jolo” Barszczewski. For the first time a 500 sq. m multimedia display was used to show pictures from the stage, visualisations, video clips and graphics. The show was completed by a 180,000 Watt sound system and a traditional fireworks display on an impressive scale. The party, despite its size and large crowds, was effectively secured by several hundred policemen, municipal police and security personnel.
Dariusz Nowak, press spokesman for the Regional Police Headquarters in Krakow could not hide his enthusiasm, "Despite the full capacity crowd in the Main Square we had one of our safest New Year’s Eve parties for years, which is due to improved organisation. Other cities can only be envious of our guest list.”
The party was preceded by a publicity campaign in collaboration with the most prominent Polish media corporations. The recorded TV broadcast was preceded by advertising spots prepared by TVN - one of the most dynamically developing TV stations in Europe. A series of adverts and announcements was broadcast on Radio RMF FM, which has almost 9 million daily listeners and has been the undisputed Polish market leader since 2001. Krakow also dominated the Internet. Apart from the dedicated web page, the Krakow New Year’s party was promoted on MySpace, the biggest virtual social network, part of Fox Interactive Media Inc. and our native leader, Onet.pl - the biggest Polish portal and one of the most frequented portals in Europe.
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