The medium-sized Polish Airliner LOT was founded back in 1929 and owns one of the most modern fleets worldwide. As a member of the Star Alliance LOT flies together with its partners to over 1.000 destinations in 175 countries. Continuous media presence had to be guaranteed, especially the placing of specific offers and themes (destinations). The close integration of image and product PR generated awareness in the relevant media and thematic leadership for LOT as a brand. The interest in the product range of LOT was stimulated by the continual media presence of around 100 media clippings yearly (online and print) and through sales cooperations as well as press trips.