Client: The Greek Tourist Board
Campaign Overview: A media relations campaign to assist in changing the image of Greek holidays
For many tourists a Greek holiday had become nothing but a strip of night clubs stretched across the beaches of the Ionian Islands. The aim of this campaign was to assist in changing the image of Greece as solely a beach and party destination.
The campaign followed a strategy that placed emphasis on other aspects of the Greek holiday package including culture, history, gastronomy and sports.
Prominence was given to the cultural heart of the country including areas such as Thessalonica, Pella, and Mount Athos. A number of press visits were conducted in these less commercial regions generating high profile coverage in national media.
In addition, to reach large numbers of the population, travel television programmes were approached and filming trips were set up including Wish You Were and GMTV ran a very high profile Greek Week with Penny Smith.