Greece’s ‘Repositioning’ Strategy to be Presented in 2021

The Greek government’s strategy to reposition and boost the country’s image abroad is expected to be presented at some stage in 2021, according to an announcement from the press office of Greek Prime Minister Kyriakos Mitsotakis.

The strategy is part of the “Repositioning Greece” initiative which was launched in 2019 by the government to promote the country abroad through several sectors.

The team tasked with “Repositioning Greece” included internationally recognized experts – distinguished in their fields in the sectors of culture, technology, entrepreneurship, the sciences, the arts, history and archaeology, communication, strategy, research, brand design and concept management, sociology and health – who offered their services pro bono.

The Greek PM’s “Repositioning Greece” team was led by Greek Canadian Steve Vranakis, Google’s former executive creative director, who at the time was also appointed Chief Creative Officer (CCO) of the Greek government and special advisor to PM Mitsotakis.

Vranakis completes term as special advisor

As of Tuesday, December 1, Vranakis completed his one-year term as special advisor to the prime minister.

Steve Vranakis

The announcement of the PM’s press office said that Vranakis and his team “successfully delivered the strategy, communication narrative, branding and a complete implementation guide, along with the basic tools for repositioning the image of the country (Repositioning Greece) that will be presented later in 2021, due to the Covid-19 pandemic”.

Although Vranakis is to return to the private sector, he will continue to hold the title of CCO for Greece on a voluntary basis.

“The Greek government thanks Mr. Vranakis for his extremely valuable contribution, who, leaving his high position in Google as Executive Creative Director and head of Google Creative Lab, served our country as head of Repositioning Greece and had active participation in other important projects, such as GreeceFromHome and Greek Summer is a State of Mind of the Tourism Ministry,” the announcement said.

Vranakis will also continue to advise the Greek PM on issues related to creativity, design, branding, innovation, technology and sustainability without a salary.

Implementation of the “Repositioning Greece” project is said to include a digital platform open to citizens, while actions will be carried out to encourage broad participation of society.