TOURISM: GENERATING VALUE FOR EVERYONE

CASE STUDIES
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SETE DIGITAL CAMPAIGN

Marketing Greece contributed to the strategic design of the Greek Tourism Confederation’s “Tourism: Generating value for everyone” campaign. The campaign aimed to highlight – in a measurable way – the contribution of Greek tourism to the country’s development as a whole and to society, building a consciousness around the importance of tourism to the national economy.

STRATEGY & IMPLEMENTATION

A first for Greece, the campaign conveyed the real value of tourism through images and by using digital tools that speak directly to the public.

Twelve professionals from the tourism industry were called on to answer a simple question: «Tourism as a profession? #kiomos» (#AndYet). In doing so, they described the multiple benefits of the industry, emphasising the connection of tourism with other sectors of the economy.

The faces of the campaign (a programmer, civil engineer, theatre cashier, white goods tradesman, truck driver, flower grower, dairy producer, hat designer, oenologist, neighbourhood restaurant chef, butcher, fisherman) described the positive impact that tourism can generate on other business sectors, spreading the reach of the campaign as wide as possible. Real professionals, everyday people, speaking from the heart and being photographed in their workspace.

In representing the full spectrum of the tourism industry in Greece, the campaign had as its central communication message that tourism acts as a value-generator for all of us.

CAMPAIGN TOOLS

  • Campaign site
  • Social media accounts
  • Digital advertising plan

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CASE STUDIES

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