ONE CITY NEVER-ENDING STORIES
A campaign implemented as part of the Athens Tourism Partnership (ATP), a joint initiative for the promotion of Athens as a tourism destination by the City of Athens, Athens International Airport and AEGEAN.
ATHENS CITY BREAK
With the goal of promoting Athens as a leading City Break destination, Marketing Greece – in collaboration with the Athens Tourism Partnership – designed and implemented a campaign called «One City. Never Ending Stories» that positioned the Greek capital as a modern centre of culture and an attractive year-round tourist destination.
STRATEGY AND IMPLEMENTATION
The campaign focused on promoting Athens as a city that offers visitors countless choices: Stories, images and experiences which, taken together, present Athens in a modern, lively and powerful way.
The main campaign video captured all of this as part of a city break, with more than 50 city modern and vibrant experiences unfolding before you in a single minute.
The website (www.thisisathens.org) hosted more than 100 stories and five thematic videos –in Greek, English and French – focusing on the people of Athens and building a picture of a year-round city break destination.
A full digital media plan underpinned the campaign: electronic and print advertising, videos, and promotion on Youtube, Facebook, Instagram and Twitter. Audiences from France and Germany were targeted in the initial stages, as target markets for city break visits to Athens.
Finally, the campaign was supported by a program of visits for leading international travel journalists and bloggers, who had the opportunity to describe the Athens city break experience in their own words according to the preferences of the visitors from their country of origin.
The campaign evolved around a series of on- and off-line tools, creating an integrated plan. Specifically:
- Social media
- Print media
- PR actions