Marketing Greece announces that it is in the process of selecting a company that will be assigned responsibility for the management of its Digital Media Campaigns.
About Us: Our goal is to strengthen Greek tourism and enhance the image and reputation of Greece internationally through the repositioning and promotion of all aspects of its tourism product. We were established as a non-profit initiative in 2013 by the Greek Tourism Confederation (SETE) and the Hellenic Chamber of Hotels.
Believing in the value of alliances and synergies, Marketing Greece works with destinations and organizations throughout Greece, from both the public and private sector and from within tourism and the wider market.
Over the years, we have collaborated with the Tourism Ministry, the Greek National Tourism Organization (EOT), regions, municipalities, tourism organizations, hotels associations, chambers of commerce and hotels, as well as not-for-profit initiatives such as DIAZOMA and private companies such as AEGEAN, Athens International Airport, Fraport, Eurobank, Coca-Cola etc.
We place special emphasis on the composition and promotion of experiences (through our consumer platform Discovergreece.com) and generating positive publicity about Greece internationally. And we design and implement multi-level campaigns, always seeking to contribute to creating innovative communication models.
At the same time, we are committed to enhancing communication, discussion and knowledge-sharing around tourism and to sharing our know-how, experience, and specialization in Destination Marketing with others.
Discovergreece.com is our innovative online consumer platform, forming the strategic backbone of our promotional campaigns. Having built up a loyal audience, it allows us to engage with multiple target audiences, promoting the full breadth of the Greek tourism product through an impressive wealth of high-quality experiential content (stories, photographs, videos, etc).
The platform is complemented by a full social media ecosystem and blog, in line with the latest international trends and best practices.
Our goal is to make Discovergreece.com the go-to place for Greece’s entire tourist community and become a benchmark for the local market as best practice in destination marketing. In particular, the platform offers the following functions:
More here https://www.marketinggreece.com/en/discover-greece
And here https://www.discovergreece.com/
The Campaigns
In order to maximize the value and results of our Media Budget in target countries, Marketing Greece requires a Digital agency that can serve as a global campaign planner for the company across markets. The key to the success of the relationship is to understand that our mandate is to help secure the optimal performance of the digital campaigns and achievement of specific KPIs. Marketing Greece also aims to lead tourism trends and implement innovative technologies in digital media, in terms of creatives, ad formats, new media, advanced targeting options, insightful/unified reporting etc.
Campaign Aim (indicative)
- Achieve high-performance traffic acquisition campaigns & reach targeted audiences (at different stages of the travel funnel)
- Grow and engage the audience of Discovergreece.com’s social media accounts
- Increase the awareness of destinations and current campaigns
Campaign Goals & KPI (indicative)
- Incremental increase in Users of discovergreece.com, always targeted to our main markets
- Engagement and/or Reach in Social Media posts
- Time on Site/Bounce Rate & Pageviews/sessions from our campaign audience
- Conversions (either actual bookings or click-outs to booking engines)
Target Markets
Depending on the campaign, but mostly DACH, UK, FR, IT, PL, US, GR
The Digital Advertising Agency
Within the scope of the partnership, the Agency shall undertake all stages of the campaign, from adaptation and design of ad formats to optimization of campaigns and final reporting.
The engagement of the Agency in the campaign in detail:
Campaign Set–Up
- Marketing Greece shall provide the brief containing the concept, key visuals, images, videos, campaign objectives & landing pages of each campaign.
- The Agency shall advise on the best-performing media mix to achieve each campaign’s goals (find the right audiences and channels)
- After MG approval, the Agency shall set up the campaign in the selected media and networks, including creating high-performance digital ad formats (media content will be provided by MG).
Monitoring and Optimization
The Agency shall monitor the campaign, track KPI progress and move forward with essential improvements in performance, always in direct communication with the Marketing Greece team.
Reporting
The Agency shall provide a full end-of-month report with performance analysis (including every campaign of said month), budget analysis and proposals for improvements for next campaigns. Additionally, wherever possible, the Agency may be requested to provide daily raw data of the campaign for MG to integrate into its dashboards. Transparency plays an important role on our campaigns, so the Agency shall be ready to be able to share full-depth data on all platforms.
The Proposal
Form
The Final Proposal that will be submitted to Marketing Greece should be divided into two sections: Technical and Financial.
The Technical section of the Proposal should include:
- The credentials of the Agency, including Clientele in the travel sector and the full range of Services available
- Media Networks that will be utilized in the campaigns
- The technology Platform or Process that will be used for the optimization of campaign performance and KPI achievement
- The template for the scheduled reports
- The team from Agency that will be engaged in the account
The Financial section of the Proposal should include:
- Cost for the design of Ads Set (if applicable, ie html banners) – incl. 3 languages translations
- Campaign management and optimization fee. The Agency can propose for this service either a Fixed Monthly fee or a Commission based on media budget spending per month
Evaluation
Proposals will be evaluated based on the following criteria:
- Access to Networks and Technology for the Media Planning and Optimization of Campaigns
- Competitiveness of Financial Offer
- Competency of the Agency’s team that will be involved in the account
- Initiatives and process for sharing knowledge between the Agency and Marketing Greece
Details
Agencies meeting the requirements are kindly requested to submit their proposals by January 21, 2022 to the following email addresses:
n.diamantopoulos@marketinggreece.com (Nikos Diamantopoulos, Web & Digital Marketing Director)
i.dretta@marketinggreece.com (Ioanna Dretta, CEO)