Greece presents its new tourism campaign for 2007

“Explore Your Senses In Greece” is the new marketing campaign of the Greek Ministry of Tourism Development for 2007 and it calls all the citizens worldwide to “explore their senses in Greece” as  Ms Fani Petralia, the Greek Minister stressed.

As Petralia emphasized in the presentation of the campaign that took place on Tuesday 9th of January “Greece is not another country for holidays. Greece is an experience.”

“This concept of Greece is that stimulates and creates all these senses and gives a completely different experience in comparison to other countries. No other country can combine 3.000 islands, more than 5.000 years of history, enhanced and high quality of services, a different way of life and a salience place in the heart of the modern Europe.”

The new campaign of the 40 million euro budget is targeting countries and groups in many levels and it’s perfectly harmonised with the demands of the market according to the Ministry. Ministry`s target is the message of the campaign to reach the one billion recipients either directly or indirectly.

The new marketing campaign of Greece for 2007 is based upon the below factors:

The brand name of Greece as the ideal destination for holidays
Expansion in the traditional markets and the focus on the mature markets such as Russia and the emerging ones such as China from which the biggest proportion of the increase of the tourism pie will come
Human recourses
The ministry is also investing in technology for 2007 taking advantage all the new capabilities that are being created and the new tourism segments enhancing “the traditional and strong product of `sun and sea`” as Petralia said.

“Our new campaign demonstrates our vast tourism proposals promoting to each group-target the most desirable choices,” added Petralia.

The minister revealed where the money of the new campaign are going to be invested.

Along with the advertising campaign there will be a well-organized promotional program. The Greek National Tourism Organization will participate in 100 international exhibitions and will be present in international events around the world.

The ministry will cooperate with NY Times, Spiegel and Forbes and with specialized travel magazines.

“The agreement we have signed with CNN International that broadcasts in Europe, Asia and Africa is very important for us. It will host more than 4.800 ad spots. GNTO will also be the sponsor of the new show `The screening room` that addresses to international TV audience and of high income,” explained Petralia.

Finally, the ministry has signed agreements with NBC, Al Zazeera, the BBC World, TV 5, Travel Channel, Fashion and CNBS and will have a great presence in the German market. Petralia mentioned that the cooperation with yahoo will continue in 2007.

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