Marketing Greece’s innovative new Zero Waste campaign, the video for which was presented at the SETE Conference “Redefining Realities: #someREACTdifferent” on October 17, 2019 emphasises that the time to make changes has arrived! The campaign invites tourism companies to help protect the environment and to promote sustainability by saying “STOP” to habits that damage the environment.
The Zero Waste campaign focuses on waste management and uses humour to inform and raise awareness in the tourism industry about the environment and the sustainability of both their businesses and society itself.
In particular, the campaign uses the way that the exclamation “OPA!” can have two meanings in Greek (either festive or dissuasive) in a modern-looking video which highlights the importance of waste management, encourages good waste management and urges the public to take action. Simple and immediately applicable solutions and tips are also given on the specially designed campaign page.
“Sustainability is a global trend relating to all activities including, of course, tourism. At the same time, we can see that travellers themselves are now asking and demanding that tourism companies incorporate environmentally-friendly methods in their business operations. This means that adopting a Zero Waste policy is not a matter of choice, but an obligation for all of us, citizens, businesses and the State “said Ioanna Dretta, CEO of Marketing Greece.
So, OPA, it’s time for change. First we need to change our mentality and then we need to put Zero Waste into practice in our everyday lives. We have to say goodbye to waste-producing habits and replace them with new, “green”, environmentally-friendly practices.
The campaign was funded by ΙΝΣΕΤΕ (The Association of Greek Tourism Enterprises Institute) and was based on its study: Recycling and solid waste management in tourism businesses in Greece.
Watch the video here