ΒιΆΉΤΌΕΔ

ΒιΆΉΤΌΕΔ World News today announces the start of a new advertising campaign by the Polish city of Lodz, set to run on the channel, designed to support the city’s bid for European City of Culture 2016.

The ΒιΆΉΤΌΕΔ World News creative services team has created three 30” TV spots for Lodz.Β  These focus on different areas of the city’s cultural heritage, such as fashion, film, architecture and music.Β  The city, which is a major centre for the textile industry, hosts Poland Fashion Week; it has a film school that was attended by the American filmmaker David Lynch, a musical history that includes the composer Rubinstein, and Europe’s longest shopping street.

Each ad shows footage of the city’s various attractions, without revealing the name of the destination until the end.Β  The executions play on the way Lodz is pronounced (in English it sounds like, β€œwouldyou”), using the line, β€œWould you, in Lodz?”

Lissa Leader, Director of Central and Eastern Europe, ΒιΆΉΤΌΕΔ Worldwide, says: β€œThe ads are designed to showcase the different features of Lodz as a city, and build the case for its nomination as City of Culture.Β  We’re delighted that ŁódΕΊ has chosen to continue working with ΒιΆΉΤΌΕΔ World News at this important time for the city.”

Jerzy Kropiwnicki, PhD, Mayor of the City of Lodz, adds: "When I meet people in Brussels or from across Europe and mention that I am from Lodz, they say to me "Would you in Lodz?" recalling the tag line from the city’s earlier TV campaign on ΒιΆΉΤΌΕΔ World News. So clearly the advertising is working for us and bringing Lodz recognition."

The campaign runs from this week.Β  ΒιΆΉΤΌΕΔ World News, the most watched ΒιΆΉΤΌΕΔ channel, has 74 million viewers a week.