Thessaly Handcrafted by Time

CASE STUDIES
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Thessaly Tourism Partnership

The Thessaly Tourism Partnership represents a pioneering cooperation model between Marketing Greece and Coca Cola Tria Epsilon, in collaboration with the Region of Thessaly, with a long-term goal of working as catalyst for the development of the region generally.

In doing so, the Thessaly Handcrafted by Time campaign was developed to promote Thessaly as a tourism destination.

The strategic goals of the initiative were:

  • To enhance the tourism sector of Thessaly as a means of stimulating the region’s economy
  • To promote the image of the destination internationally and, by extension, local development
  • To offer practical answers and support to the needs of the tourism industry locally

 

There were two principal pillars to the work of the «Thessaly Tourism Partnership»:

  • Targeted promotion of the destination and local products of Thessaly using modern digital tools
  • Support of tourist entrepreneurship.

STRATEGY & IMPLEMENTATION

The «Thessaly Tourism Partnership» set out to show the multifaceted personality of the Region of Thessaly and the diversity of its destinations, along with the full range of experiences offered to visitors throughout the year.

At the same time, local tourism businesses were invited to participate for educational purposes and to extend the reach of the campaign.

A fully integrated Marketing and Competitive Identity Plan was created with the support of a public consultation, capturing Thessaly’s competitive placement and identity and outlining the strategy and the creative tools necessary to communicate them.

In this way, Thessaly was identified as a region of timeless traditions, deep authentic values, history and myths, and of people who represent these characteristics. As a multi-layered personality of places and experiences that can be enjoyed by visitors right the way through the year. And as a collection of elements that have one common characteristic that binds them – the passage of time.

It is time that has shaped the distinctive landscape of the region, forged its history and nurtured the myths and traditions of its people.

And so it was time that constituted the source of inspiration for the promotional campaign for Thessaly.

Identifying handwoven fabric as a symbol if the region, Marketing Greece created the “Thessaly Handcrafted by Time” concept, capturing the essence of the traditions and stories to be enjoyed by visitors.

Supporting all of this, the «Thessaly Tourism Partnership» organised an educational workshop called “Thessaly Loading! Digital Marketing for tourism companies”.

The one-day event was dedicated to exploring the power of digital marketing and aimed at businesses operating within the region’s tourism sector.

Respected speakers from the Greek and international tourism industry, including representatives of TripAdvisor, were invited to analyse the latest digital techniques and tools and marketing strategies, in order to help participants grow and maximize the results of their businesses.

CAMPAIGN TOOLS

Development of content:

  • Generation of travel articles of experience to promote the destination in English (40) and Greek (40)
  • Filming and production of experiential videos using the latest videography techniques and aesthetics (8 videos)
  • Photo gallery covering the full range of destinations and visitor experiences in the region
  • The content (videos, stories, photos) was handed over to be used freely by local authorities and the local tourist business community.

Mythessaly.com, a high-spec interactive website capturing the full spectrum of experiences and adventures

Promotional campaign on Discovergreece.com and its social media channels (Facebook, Instagram and YouTube)

Digital Campaign

An integrated Public Relations program, including visits by international journalists and leading digital influencers to produce authentic new stories about the region

Educational workshop «Thessaly Loading»

NUMBERS & RESULTS

55.000
Total Page views mythessaly.com
25.200
Social Media MyThessaly Fan Base
2.600.000
UMV Total Social Media Reach
4-minute
broadcast on SAT1 (private German TV channel), with more than 1.000.000 viewers
120
participants for "Thessaly Loading"
306
publicity mentions relating to Thessaly Loading on local and national media.
VISIT THE WEBSITE

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