The Greek Summer State of Mind

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Campaign philosophy

This year, summer is different.

The pandemic has changed almost everything.

The way we live, work and go on holiday.

And so, the 2020 Summer Campaign for Greece will, this year, be a little different.

What defines us today is that we showed… as a nation…

That we can overcome difficulty and achieve success.

Through personal sacrifice and responsibility…

We gained recognition and respect.

Our duty now is to send a message of hope and optimism.

A message from Greece to the entire world.

At its heart, will be a new brand: Greek Summer.

Because Greek summer isn’t just about sun and sea.

Other countries have that too.

Greek summer is a state of mind that goes beyond time and seasons.

It’s an emotion you feel when you are with those you love.

When you connect with nature…

And are filled with the feeling of freedom.

And from the moment Greek summer is an emotion…

You can feel it anytime, anywhere in the world.

So we’re sharing Greek summer with you now.

Wherever you are.

Facts

The main goal of Greece’s new tourism campaign is to remind international visitors of the feeling of Greek Summer and that being on holiday in Greece is to experience something deeper, more true, more human than elsewhere. It’s the combined feeling of freedom, happiness and contact with nature.

With empathy and respect for the sacrifices and suffering of many during the pandemic, the new video highlights these defining characteristics of Greece and aspires to create a new brand around Greek Summer. A brand that, at this stage, urges the public to live it wherever they are, promoting the human dimension of Greece, the one that shares, understands and is ready to welcome you when the time is right for you. At the same time, by sharing the values and feeling of Greek Summer, the ground is being laid to welcome visitors in the future, when the campaign evolves to extending the tourism season and boosting tourism next year.

With the aim of focusing on the emotions of Greek summer, and building on the positivity and feeling of safety that Greece has created for itself through its successful management of Covid-19, it was decided that the video would be created using a single-shot footage. The intention is to create a “canvas” on which the message of the Greek Summer is presented, so as not to distract the viewer with the usual sequence of impressive images of a Greek summer holiday. The latter approach was explored through AB Testing, with the results suggesting a single-footage video would be more impactful.

Read the speech of Ioanna Dretta, CEO of Marketing Greece

Figures

Faithful to its mission and reason for being, Marketing Greece will fund the campaign for Greek tourism for 2020 and is granting it free of all copyright to the Greek state, for the promotion of the country and Greek tourism internationally.

The Greek Summer State of Mind video is the first of the campaign. Another video is being produced with the aim of boosting domestic tourism.

The video has been created in such a way that there is the flexibility for it to be changed, depending on the prevailing conditions at any given moment or when attention shifts to extending the tourism season.

The video was designed and created by Marketing Greece with Thanasis Papathanasiou of Frank & Fame, Steve Vranakis, the Chief Creative Officer of the Greek Government, Thomas Varvitsiotis and Ilias Tsaoutsakis, in cooperation with the Greek National Tourism Orgasnisation and the Tourism Ministry