Marketing Greece Promotes Responsible Travel Through Experiential Videos

Photo source: Marketing Greece

Marketing Greece, a non-profit organization, recently wrapped up a campaign featuring 10 Greek destinations, aiming to promote responsible travel and lesser-known destinations to both Greek and international audiences.

Speaking to a group of journalists during a media event, Marketing Greece General Manager Nikos Diamantopoulos said the company collaborated with eight Greek content creators for the “Travel Reimagined | Tomorrow‘s Content Today” campaign, an initiative that aimed to “capture” the identity of smaller destinations, highlight the authentic side of Greece and promote responsible travel.

“The content creators recorded their experiences that had a mild environmental footprint and, through their creativity, highlighted the ways in which we should travel and interact with destinations,” Diamantopoulos said, adding that responsible travel is required from all.

Marketing Greece General Manager Nikos Diamantopoulos speaking at the media event. Photo © Greek Travel Pages

Traveling to lesser-known destinations

Sharing Marketing Greece’s vision for sustainable Greek tourism, the content creators traveled around the country and delivered a multitude of stories focused on destinations, gastronomy, natural landscapes, local arts and traditions.

Mount Oiti, mountainous Achaia and Kalavryta, Tzoumerka, South Rethymno, Sifnos, Kimolos, Kythnos, Kea, Ithaca, and Aspropotamos Trikala were the ideal settings for the 10 content creators, namely Manolis Armoutakis, Stefanos Antimanto, George Venios, Michalis Lapardas, Dimitris Paleogiannis, Nikola Panou, Panagiotis Papaioannou, Vasiliki Papakonstantis, and George Tsagarakis.

The plane tree of Planiteros at Kalavryta, the dense virgin forests of Tzoumerka, the Aegean atmosphere of Sifnos and Kimolos, the hidden trails of Mount Oiti, and stories from locals from the destinations, shaped the campaign’s idea and captured the everyday life of residents.

Photo © Greek Travel Pages

Experiential videos hit social media, attract over 4 million views

Highlighting the importance of the experiential videos’s attractive content, Marketing Greece’s general manager said the company’s further goal is to upgrade Greece’s image abroad.

“We are addressing two public audiences… the Greek audience to who we are trying to inform of what we call sustainable tourism, and the international audience that is our main audience,” Diamantopoulos said.

The created content, which includes 600 photos, 35 short and 13 long experiential videos, formed the campaign’s material that ran during 2023 on the social media of Marketing Greece’s Discovergreece.com platform and the channels of the content creators.

The content creator Stefanos Antimanto speaking at the event. Photo © Greek Travel Pages

With the campaign’s central message focusing on encouraging travelers to respectfully discover and enjoy Greece in a responsible way, the videos gathered more than four million views with overall user engagement reaching over 150,000.

“Travel Reimagined | Tomorrow’s Content Today is an initiative that we aim to evolve further every year and contribute to the promotion of the Greek tourism product that our country deserves,” Diamantopoulos said.

A private sector initiative, Marketing Greece was founded in 2013 to promote tourism in Greece.