Summer 2020
March 2020
A global pandemic, a whole new world, an environment that is completely unknown in modern times. This new reality also means that tourism is facing the biggest threat it has ever known, and the upward trend in Greek tourism comes to an unexpected and sudden halt.
June 2020
For Greek tourism, the end of the first wave of the pandemic comes as the summer of 2020 is beginning, and the industry has to send out a message of its own, to send its own invitation to the international travelling public.
After a global lockdown, when victims are being counted and humanity is still numb, frightened and wary of travel, Marketing Greece, the Ministry of Tourism and Steve Vranakis, Chief Creative Officer, join forces.
Greek tourism makes the most of its opportunity to talk about what makes it different and gives Greece its comparative advantage – the Greek summer. Going beyond stereotyped attitudes and anachronistic approaches, Greek summer reveals its true identity and Greek tourism builds its new brand “Greek Summer Is A State Of Mind”. This functions to remind the international traveling public that the lived experience of a Greek Summer holds something deeper, more true, more human, and this is the feeling of freedom and happiness that comes from being in contact with nature and from being with those you love.
In its initial phase, the national campaign identifies with the feelings and emotions that people have been missing during the lockdown, shows empathy and understanding of what has been going on throughout the entire world, builds up the image of Greek tourism from the very beginning and adopts a new, modern communications approach.
July 2020
The country opens its borders and the national campaign moves on to its next phase, with the central message of the “Endless Greek Summer” which, beyond the lived experience of a Greek summer, holds the meaning of the “eternal and endless Greek summer” and, at the same time, builds the idea of how the feeling that comes from a Greek summer lasts after the holiday itself has finished.
Facts
- 2 communication bursts
- a) Greek Summer is a State of Mind, and the international traveling public is invited to experience this “wherever you are”, as anyone can enjoy being happy, wherever they may be. So, Greek Summer is a State of Mind promotes the values and feelings that a Greek summer can offer to everyone
- b) Α Greek summer never ends – “Endless Greek Summer”, and as well as the emotions and feelings it brings, a Greek summer has a lasting effect both in time and on our feelings. So, we invite international travellers to experience a Greek summer in person “See you soon”
- 2 films for international travellers
- 1 film for the Greek public with the aim of strengthening internal tourism
- 8 short videos moments showing “moments” from the Greek summer, placed for free use on social media
- A photo gallery showing destinations and travel experiences which visitors can enjoy in Greece placed for free use on social media
Figures
As changing circumstances demanded, one of the most important advantages of the national campaign was its ability to adapt to the prevailing conditions, giving it flexibility and increased reflexes.
Marketing Greece has faith in its mission and its raison d’être and therefore it met the cost of the Greek tourism campaign for 2020 and granted free copyright of the campaign to the Hellenic Tourism Organization, so the country and Greek tourism could be promoted internationally.
The campaign was designed and implemented by Marketing Greece, Thanassis Papathanassiou of Frank and Fame, Steve Vranakis – CCO of the Greek Government, Thomas Varvitsioti and Elias Tsaousaki, in collaboration with EOT executives and the Ministry of Tourism