Through six beautiful “postcards”, Athens sends its message abroad: “We look forward to seeing you again!”. This is the original digital campaign of This is Athens and Partners, a consortium of the Municipality of Athens and key stakeholders in the Athens tourism and travel industry, entitled “Love letters from Athens” which aired amidst the lockdown. Marketing Greece acts as a consultant and coordinator for all projects of This is Athens and Partners.
The campaign draws inspiration from the love letters that people used to send each other during the challenging periods of history. Athens becomes a person that misses its visitors dearly and sends them postcards and aims at triggering the feelings that the city evokes to its potential visitors and raising travel aspiration. With messages of anticipation and optimism, until we are all able to meet again, the campaign is addressed to Athens’ greatest “lovers”. And by raising feelings of nostalgia to its visitors, the campaign builds a more “personal” relationship between them and the city, whilst the latter invites them to come and visit the city, when the time is right.
Through six short videos, where someone can identify some of the most famous Athenian landmarks such as the statue of Athena Pallas in front of the building of the Academy of Athens, Odeon of Herodes Atticus, Panathenaic Stadium and Plaka, the campaign highlights the city life, Culture, Art, Architecture and History of Athens.
“Love letters” campaign mainly runs digitally and is available in English, German and French, targeting potential visitors from Central and Western Europe.
You can watch the six videos in the following links:
https://www.youtube.com/watch?v=VPWD_CN9cwM
https://www.youtube.com/watch?v=eDoRJdbyCzo
https://www.youtube.com/watch?v=wCN-Geynel0
https://www.youtube.com/watch?v=oi1dSqbJr7Q
https://www.youtube.com/watch?v=MfhGGKLloc8
https://www.youtube.com/watch?v=493t1JtqNiI