This summer’s official promotional campaign supporting Greece’s tourism sector runs under the slogan: “Greece… You Will Want to Stay Forever!”.
The new promotional campaign from EOT, Greece’s National Tourism Organisation, fresh, different and sentimental, stars Otto, an Austrian traveller who visited Greece a number of years ago to get a taste of Greek summer but ended up staying for good after becoming attached to the country.
The new EOT campaign, based on a true story, focuses on the beauty of Greece and aims to highlight that the choice of the country as a favourite destination by millions of travellers is not coincidental. Greece, the campaign suggests, is the land that reconnects travellers with all they consider to be important. Put simply, Greece is portrayed as a must for reevaluating the value of life.
The country’s uncontrived charm, simplicity, narrow alleys, friendly people, whitewashed houses, hot sun, endless coastline, countryside, picturesque mountain villages and traditional food all serve as irresistible temptations for visitors, resulting in some of these never wanting to leave. As the campaign tells, Greece, for some visitors, ends up becoming their new home.
Commenting on EOT’s new promotional campaign, tourism minister Vassilis Kikilias noted:
“As Greece is one of the five strongest tourism brands in the world, with famous attractions, we chose, this year, to focus on the feelings generated by visits to our country. A true story inspired the new promotional campaign projecting Greece abroad. It tells, through narration, the story of a traveller who originally visited our country on a holiday, but, driven by the serenity, simplicity and beauty experienced, ended up staying for good, to work, have a family in Greece, and, ultimately, change his life forever.
Our summer campaign – following a successful winter campaign, as well as the country’s promotion as a city-break destination – emerges as yet another tool in our strategy for a successful year. Once again, warmest thanks to the Onassis Foundation and, especially, its president, Mr. Anthony Papadimitriou, for unwavering help and support for the work of the tourism ministry and EOT, all year round.”
Commenting on the new campaign, EOT’s secretary-general, Dimitris Fragakis, declared:
“Following the ‘Greece does Have a Winter’ and ‘Greekend’ campaigns, EOT is continuing its dynamic projection of our country abroad. Having covered a course over many months with campaigns projected in the European and US markets all winter long, the time has come for the classic summer campaign. This year, a true story serves as the base of its content, stirring the emotions of travellers and putting the authenticity of Greece, as a destination, at the forefront. The country’s identity and authenticity are so strong that they will make the visitor think about staying in Greece for good [the campaign suggests]. I would like to offer my warmest thanks to the executives at EOT, the Ogilvy advertising company, and, naturally, the Onassis Foundation for supporting yet another Greek campaign abroad.”
The new campaign is already being projected in target markets for Greek tourism courtesy of the generous support offered by the Onassis Foundation.
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