THE IMAGE OF THE CITY OF KIELCE IN POLAND AND ABROAD - A CASE STUDY

Article attempts to present the image of the city of Kielce. The author has concluded its analysis of the documentation related to the promotional activities of the city authorities. Presented the work undertaken as well as the City Council's response, media and marketing places professionals in that regard. Additionally completed the article by the publishing of the results of research conducted in connection with the execution of the analyzed time interval campaign promoting Świętokrzyskie Voivodeship, which to some extent able to influence the perception of Kielce. The authors’ work was based primarily on an analysis of documents, the results of studies that were conducted through surveys and focus groups. The paper presents inefficient and inconsistent creation of the image the city of Kielce. Lack of aims and objectives of the strategy of promoting the development of the city, despite being prepared which contained well-defined lines of work, makes Kielce still at the tail end when it comes to efficiency of marketing activities in the country