Greece’s New Media Campaign Presented

Tourism Minister Kostas Markopoulos recently presented the new international advertising campaign of the Greek National Tourism Organization for 2009-2010.

The worldwide promotion of Greece as a tourism destination will once again flaunt the logo “Greece, The True Experience,” used in the previous ad campaign.

The tourism minister explained that due to lack of time it was decided to keep the logo created last year and focus on the expansion of the ad campaign so Greece would be advertised on schedule.

“Besides, I firmly believe in order to get used to the logo and the message of a country, time, patience and determination is necessary,” Mr. Markopoulos said.

Another similarity to last year’s campaign is that most of the sectors of Greece’s tourist product (sun and sea, cultural tourism, marine tourism, excursion tourism, health and wellness tourism, conference tourism and city breaks) have been maintained with the addition of religious tourism and gastronomy tourism.

Once again Greece will promote a brand identity that incorporates the nine sectors of its tourist product under one thematic concept. However, the campaign has been enriched with the new trademark ‘Greece, 5000 Years Old,’ which is accompanied by the message/tag-line ‘A masterpiece you can afford.’

“We have decided to show the Greece of today…Greece was not born yesterday as the country has a rich history that will not be forgotten and quality and power that will not be hidden,” the minister explained in reference to the new trademark.

In addition, through the tag-line, the ministry is trying to inform the world that Greece -even though it is a masterpiece- is an accessible destination for all in the midst of the current difficult economic climate.

The campaign shows Greece’s values on the sidelines of the current economic situation and through this concept balance’s the most important elements that potential visitors seek: quality and price.

The campaign promotes Athens separately while a special promotional campaign is to be implemented for Thessaloniki.

He added that the new international advertising campaign of Greece will be promoted on all levels: television, radio, outdoor advertising, print entries and online insertions.

“Especially in regards to the Internet, I am pleased to inform you that soon we will announce our country’s activities through advanced technological means,” he said.

The GNTO’s new international ad campaign once again promotes the nine sectors of the country’s tourism product.