Psyrri, Athens


WP_Post Object ( [ID] => 7354 [post_author] => 4 [post_date] => 2020-06-04 11:20:39 [post_date_gmt] => 2020-06-04 11:20:39 [post_content] =>   Honourable Prime Minister, Dear Minister, Dear General Secretary, Ladies and gentlemen, It is a particular pleasure to be here, today, at such an important moment for Greek tourism. A period of unprecedented difficulty that, at the same time, contains hope. 2020 is a year that will remain forever etched in our minds. A year in which everything has changed. Our daily routines. How we interact and socialise. How we work. How and where we are entertained. Where we travel. The way we see the future. 2020 is a year full of fear, uncertainty… grief and pain for the loss of life. But it is also a year full of care, protection… and solidarity. In Greece, we had the good fortunate to react quickly. Responsibly… and effectively. To convert individual responsibility into collective success. To show that we are a nation that can overcome difficulty. And we did. The Greek state was courageous in taking difficult but very necessary protective measures. We were all courageous in sacrificing a precious part of our personal freedom, our lives as we knew them. And we were proved right. And this justification, this courage gives us the right to be here today. To plan – very carefully – for our future. To be optimistic that things can get a little better. Step by step. Ready to send a message of optimism and hope to the rest of the world. A message made up of light, sounds, memories and wishes. Simple and unpretentious. Representative of Greece. Modest and in moderation. As required by the times. That respects the unprecedented situation of the whole world. A message full of empathy for what we went through and where we find ourselves now. We know very well how carefully we must speak. Not to promise… not to provoke. To choose the right words… the right emotions. And to fit everything into 40 seconds. Into just one continuous piece of footage. That speaks for the unique experience called Greek summer. That makes you think, wish and dream. Because Greek summer is «state of mind». Wherever you are. Whatever you are doing. We aspire to create lasting anticipation. To build a new brand. A wish that can be fulfilled for each one of us. Whenever the time is right. Greek summer will always be here. Ladies and gentlemen, For all of the above to happen, we needed the will to join forces. The courage to form an alliance of the private and the public sector. Of Marketing Greece with the Greek National Tourism Organisation and the Tourism Ministry. At such a difficult time for Greek tourism and for Greece, joining forces was the only way forward. Τhis path was opened by the Prime Minister with his conviction and will that, together, we can achieve more. And for that, we thank him very much. 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 campaign was designed and created with a talented and respected team of collaborators. Steve Vranakis, Chief Creative Officer for the Greek Government. Thanasis Papathanasiou, Executive Creative Director of Frank & Fame advertising agency. Thomas Varvitsiotis, Ilias Tsaoutsakis, The staff members of the Greek National Tourism Organisation, whose experience was invaluable, The Tourism Ministry, The video you will see shortly relates to the international campaign that is due to start immediately. The strategy and structure of its messaging are such that, depending on the prevailing conditions of the coming weeks, the video can be released immediately. At the same time, a separate video is being created to boost domestic tourism. Ladies and gentlemen, What you see today is the result of hard, exhaustive work. It reflects our passion for what we do. The belief that we can contribute. The certainty that, together, we can succeed once again. To emerge victorious from this difficult battle. To make Greek tourism even more successful. To make Greece even brighter, even more desirable. Thank you very much [post_title] => Speech of Ioanna Dretta, CEO of Marketing Greece, at the launch of The Greek Summer State Of Mind campaign [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => speech-dretta-campaign-the-greek-summer [to_ping] => [pinged] => [post_modified] => 2020-06-29 10:18:16 [post_modified_gmt] => 2020-06-29 10:18:16 [post_content_filtered] => [post_parent] => 0 [guid] => [menu_order] => 0 [post_type] => news [post_mime_type] => [comment_count] => 0 [filter] => raw ) Speech of Ioanna Dretta, CEO of Marketing Greece, at the launch of The Greek Summer State Of Mind campaign
Speech of Ioanna Dretta, CEO of Marketing Greece, at the launch of The Greek Summer State Of Mind campaign
WP_Post Object ( [ID] => 7113 [post_author] => 4 [post_date] => 2020-04-24 13:23:00 [post_date_gmt] => 2020-04-24 13:23:00 [post_content] => Discover Greece, which showcases the best of Greece as a holiday destination, has relaunched with new content and a premium design that puts it at the forefront of international travel portals. Originally launched in 2013 by Marketing Greece, the new-look has been inspired by modern travel trends and best practices, such as a mobile-first design and the latest videography techniques, and gives an all-the-way through Plan Your Trip booking functionality for flights and hotels. In addition to featuring the sun & beach holidays on which Greece has built its reputation as a much-loved holiday destination, the portal presents the full range of Places To Go and Things To Do on the islands and mainland, including a focus on culture, gastronomy and sea and mountain activities as well as city and island breaks. The new content includes more than 100 experiences, from virtual walking tours in towns and cities to excursions around the leading archaeological sites and museums. Users are taken on gastronomy tours – tasting their way around Athens, Thessaloniki and other culinary gems like Corfu and Chania or to the vineyards of Santorini and Halkidiki – and on boat trip to legendary beaches such as Shipwreck Bay in Zakynthos and Skiathos’ Lalaria beach. There is an emphasis on insider knowledge, including the best months in which to visit and local tips how to have a complete holiday experience once there. On top of that, there is a wealth of Travel Ideas about how to enjoy Greece all year round and a focus on up-and-coming destinations. There are road trips around the Peloponnese and Crete – and island-hopping excursions to the likes of the Cyclades and Ionian islands – designed to be followed in total or in part and emphasising lesser-known gems in those regions in addition to the not-to-be-missed landmarks. Readers are given full access to an archive of feature stories and blog posts, full of information such as where they can enjoy activities such as mountain biking, hiking, climbing, sailing and skiing in Greece, or the best places for a spring or autumn break. And for those who aren’t sure what they’re looking for, there is a beautifully presented Dream Away section, in which you can be inspired to read about destinations and experiences just by browsing images that link to those stories. With a focus on user-generated content and videos, the new-look Discover Greece aims to engage with its community, which continues to grow across its social media platforms (YouTube, Facebook, Instagram and Twitter). Finally, there is an emphasis on ethical travel through the promotion of sustainability (minimising waste and the use of plastic, using refillable water bottles and preserving archaeological and natural sites for future generations) and the concept of localhood (engaging with locals, supporting the preservation of traditions and crafts and buying local products) in order to support the communities on which Greek tourism has been built. Marketing Greece, the creator of Discover Greece, is a non-profit initiative of the Greek Tourism Confederation (SETE) and the Hellenic Chamber of Hotels to promote Greece as a holiday destination. It designs and implements promotional campaigns, aimed at upgrading the qualitative aspects of Greek tourism – in other words, a higher average spend for tourists visiting Greece, extending the tourism season and a wider geographical spread of visitors throughout the country – chiefly through Discover Greece and its social media ecosystem and a range of International Public Relations activities. [post_title] => New-look puts the visitor experience first [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => new-look-discovergreece-com-puts-the-visitor-experience-first [to_ping] => [pinged] => [post_modified] => 2020-04-24 13:23:00 [post_modified_gmt] => 2020-04-24 13:23:00 [post_content_filtered] => [post_parent] => 0 [guid] => [menu_order] => 0 [post_type] => news [post_mime_type] => [comment_count] => 0 [filter] => raw ) New-look puts the visitor experience first
New-look puts the visitor experience first
WP_Post Object ( [ID] => 2728 [post_author] => 4 [post_date] => 2019-03-07 13:33:53 [post_date_gmt] => 2019-03-07 13:33:53 [post_content] =>   Dear Minister, Ladies and gentlemen, I am especially happy to be in Berlin, for the presentation of the campaign inspired and planned by Marketing Greece. The video that you are going to see today – and the campaign as a whole – is the result of many collaborations. A keyword for all of us who serve Greek tourism. Because Marketing Greece constitutes a powerful vehicle for collaborations. This is what in practice means that tourism is a matter for the many and not the few. It is the reason we constantly seek and encourage collaborations in every aspect of promoting Greece. It is our purpose and mission. And it is prism through which we have pursued our cooperation with the Greek State. So it gives us particular pleasure that the campaign is being implemented under the auspices – and with the full support – of the Ministry of Tourism.  And I would like to take this opportunity and thank personally the Minister of Tourism for this collaboration. The central video, which you will be seeing today, has been granted rights free for use by the Greek National Tourism Organisation. Added to this, a series of smaller thematic videos is being created for use on social media. Part of this material will be granted to companies, also free of rights, for the promotion of the country. Ladies and gentlemen, Marketing Greece was established and grew in difficult circumstances, thanks to the vision and persistence of all those who believed in the potential of Greek tourism. We operated as multipliers of positive messaging for Greece, at a time when the national economy was on its knees. Slowly, the company established itself and today it constitutes a worldwide phenomenon… in terms of its function, its place and its operation. Our principal tools are expertise, content, innovation and social media. And we can be best characterised as ‘outward looking’ (extrovert, as we call it) and ‘immediate’ in our response to challenges. We speak the language of everyone who has visited or wishes to visit Greece. Simple but not simplistic. Understandable and never overly-sophisticated. A language that is designed to trigger emotions, awaken memories and create desire. With messages that are experiential and authentic… just like a holiday to Greece. Our goal is to respond in the best possible way to the increased demands of the international tourism market. Of course, there are many challenges to overcome if we are to achieve our vision: A tourism industry performing to its full potential, driving other sectors of the national economy. And to reach this goal, the travel experience is, without a doubt, now the guiding force. Tourist arrivals and revenue are one side of this, but they don’t always tell the full truth. We’re not just interested in a tourist visiting Greece. We’re interested the visitor living the unrivalled travel experience that Greece offers. This means that the quality of the destination is dependent on that quality of its infrastructure, environment and services… all year round and from everyone. “Sun & beach” holidays remain at the heart of Greek tourism, but Greece has so much more to offer – and this is what we seek to showcase. To add layers to the visitor experience and make it even richer. This is the central message of the many campaigns that we implement. And this is our strategic direction. The Greek tourism product is a combination of nature, culture, gastronomy… of habits and a way of life. But it’s also something else, more immediate and even deeper: It’s about contact with people. Warm-hearted, affectionate, close. Hospitality for our visitors isn’t just about perfect living conditions. Perhaps, even more important is the warmth of the locals, their immediacy, friendship, their welcoming smile. There are certain magical words that hide so much power within them. “Listen”, “Eat”, “Look”, “Come”, “Dip”… each of them an invitation to experience something unique. A journey of freedom… Offered not because you have to, but because you want to. Immediate, truthful, with substance In other words … Unique, mystical, touching. At the centre of the campaign is the message of Greece’s famed hospitality. And the feeling of freedom that this brings. Offered with open-arms and generosity. A feeling that can be released with the simplest of scenes… the sound of rustling leaves, the touch of the sea, witnessing history from up close. Everyday scenes that become unique when you live them through the incredible hospitality of the locals. Nothing formulaic. Just moments… Every last detail … every scene… representing a value for Greek tourism… each making up a “chain of values” that reaches its climax with a single statement: “Oh My Greece” The admiration and awe you feel with scenes of unparallelled natural beauty and unpretentious luxury. Ladies and gentlemen, Closing, I would like to thank the partners who gave so much to make this dream come true. The advertising agency Frank & Fame and, in particular its Creative Chairman, Thanassis Papathanasiou. The director Michalis Bekos. The production company DTMH… and especially, Yannis Paraskevopoulos. The fantastically talented team at Marketing Greece Agapi Sbokou, the Vice President of Marketing Greece, who contributed so much from the very start of the project. To the dozens of friends and partners who have collaborated with such enthusiasm and purpose at every stage the project. And finally, please allow me a separate thank you – on behalf of all of us – to the private sector collaboration that participated in the fundraising that financed the entirety of the campaign. Without them, none of this would have been possible. Thank you very much!   [post_title] => Speech of Ioanna Dretta, Marketing Greece CEO, at ITB Berlin Convention [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => speech-of-ioanna-dretta-marketing-greece-ceo-at-itb-berlin-convention [to_ping] => [pinged] => [post_modified] => 2019-05-15 11:26:20 [post_modified_gmt] => 2019-05-15 11:26:20 [post_content_filtered] => [post_parent] => 0 [guid] => [menu_order] => 0 [post_type] => news [post_mime_type] => [comment_count] => 0 [filter] => raw ) Speech of Ioanna Dretta, Marketing Greece CEO, at ITB Berlin Convention
Speech of Ioanna Dretta, Marketing Greece CEO, at ITB Berlin Convention
WP_Post Object ( [ID] => 2405 [post_author] => 4 [post_date] => 2017-12-05 16:10:58 [post_date_gmt] => 2017-12-05 16:10:58 [post_content] => Wanderlust Greece is back for Season 2 and this time we’re getting up close and personal with our home city. After uncovering the best of the Peloponnese, it’s all about Athens on the Digital Travel Show that broadcasts live on Discover Greece’s social media channels. Our guest presenter will spend six weeks living and breathing everything that’s great about Athens, tapping right into the city’s incredible urban vibe. Discover the people, the neighbourhoods, the architecture that make Athens one of the most exciting city break destinations in the world. The modern cultural highlights, sitting right alongside the ancient classics. We’ll have whole episodes dedicated to food and wine (and that means wineries too) and the magical Athenian Riviera. We’ll even take you to the gardens and mountain escapes in and around the city that we’ve been keeping secret till now. And then there’s the bit we’re really looking forward to. The nightlife and Christmas spirit(s). Enough said! With special thanks to the Athens International Airport [post_title] => Wanderlust Greece, the first digital travel show, is live in Athens [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => wanderlust-greece-the-first-digital-travel-show-is-live-in-athens [to_ping] => [pinged] => [post_modified] => 2019-05-15 11:13:05 [post_modified_gmt] => 2019-05-15 11:13:05 [post_content_filtered] => [post_parent] => 0 [guid] => [menu_order] => 0 [post_type] => news [post_mime_type] => [comment_count] => 0 [filter] => raw ) Wanderlust Greece, the first digital travel show, is live in Athens
Wanderlust Greece, the first digital travel show, is live in Athens