The Adam Mickiewicz Institute promotes Polish culture around the world and actively participates in international cultural exchange. The Institute promotes both the heritage and contemporary achievements of Polish culture and aims at increasing the value of Poland’s brand as a cultural asset. In the years 2001–2010, the Adam Mickiewicz Institute implemented promotional projects in 26 countries and organised over 3,000 cultural events which gathered an audience of 18 million people spread over three continents. In 2011 the Adam Mickiewicz Institute accompanied the Polish Presidency of the European Union’s Council with a cultural programme which took place in 10 capital cities in and beyond Europe. More recently it has been involved in large-scale projects supporting performances and recordings of the music of Szymanowski and Lutosławski; the centenary of Andrzej Panufnik in 2014; the Royal Opera House’s first production of Szymanowski’s Król Roger in May 2015 and Welsh National Opera’s touring production of André Tchaikowsky’s The Merchant of Venice.
Albion Media coordinates the activities of the Adam Mickiewicz Institute in the UK and ensures that the vision of Poland as a creative hub of Europe is shared. Albion Media has used its network to place major pieces in the press across Europe. It has also made introductions for key AMI personnel that have had wide benefits for the Institute and have acted as management consultants, helping AMI define its mission and effectiveness.