The Marketing Potential of Advertising Stickers: A P2H Case Study from Lodz, Poland

Advertising stickers are often underestimated in the world of marketing, but they offer a surprisingly effective way to engage audiences in both physical and digital spaces.

With their low production cost, high visibility, and capacity to spark curiosity, stickers can act as gateways to larger campaigns, especially when paired with QR codes.

A great example of this is the Pathway to Hospitality (P2H) project, which used vibrant, playful stickers to capture attention and drive traffic to their digital content.

During the P2H project dissemination campaign, eye-catching stickers featuring a QR code were distributed around Lodz by our Polish partner – 36,6 Competence Centre, inviting passersby to take the first step into a reimagined world of hospitality.

The messaging playfully described roles in the HoReCa sector (Hotels, Restaurants, Catering) as game characters. By scanning the code, users were directed to engaging project materials e.g. the Serious Game, project website etc., that challenged stereotypes and promoted careers in hospitality as dynamic and full of opportunity.

What’s remarkable is that even after the project officially ended, these P2H stickers continue to be spotted in Lodz’s public spaces, proving their lasting presence and impact. This ongoing visibility not only extends the life of the project’s message but also reinforces brand recognition among new audiences. The enduring popularity of the P2H stickers shows that with creative design and strategic placement, sticker marketing can be a powerful tool for long-term engagement—especially for awareness-raising campaigns in education, employment, and social change.