Greece Campaign

Opinions: 

DMO Stories

With its golden beaches, deep blue oceans, glorious climate and rich historical, cultural and architectural heritage, Greece is a natural and desirable travel location. But in the competitive global market place that exists today, even the most attractive tourist spots need to market themselves innovatively.

I'm an Athenian too

In order to achieve this, Marketing Greece has recently partnered with Athens International Airport to promote Greece with its campaign "I'm an Athenian too”. This latest attempt to promote the Hellenian holiday destination is centred around trying to engage a captive audience in a communal approach to marketing.

This particular viral campaign encourages Greek travellers to upload their favourite photographs of recent trips to an Athenian app. Once this has been achieved, users can add a sticker which identifies where the photograph was taken, or various other factors such as how they were feeling at the time. The final product can then be shared via numerous social media platforms, namely Instagram, Facebook and Twitter. The aim of the campaign is to encourage visitors to share Greek travel experiences within their own social media circles.

"I'm an Athenian too” is a direct continuation from an earlier campaign of Athens International Airport which was entitled “Perhaps you’re an Athenian too”. This was run earlier this year by the marketing organisation, and was very successful for Greece as a travel destination, reaching a reported 170 million air passengers.

The aim of this latest campaign is to somewhat alter the image of Greece’s capital city in particular. "I'm an Athenian too” aims to demonstrate to travellers that Athens is an edgy, exciting European metropolis, as well as a city with an ancient culture that demands exploration.

Greece is able to attract holidaymakers and tourists from all over the globe, but Marketing Greece has particularly concentrated on key European markets. Additionally, visitors from the United States, the Middle East and Asia are particularly sought by this DMO. Marketing Greece has also placed a particular emphasis on heavily promoting Athens and improving and somewhat tinkering with the traditional image of the city.

Social and Mobile Campaign

In addition to basic social media promotion, Marketing Greece has also produced a companion video which explains to potential tourists how they can take part in this campaign. There is also a specific Athenian app, which is available through the Google Play store, and a website devoted to be concept.

As Marketing Greece is attempting to entice as many people as possible to this particular campaign, incentives have also been created in order to make “I’m an Athenian too” more attractive to potential visitors. Marketing Greece is running a competition which will enable people who participate to win a holiday in Athens.

In order to participate in this competition, it is simply necessary to post photographs on Facebook using the #ImAnAthenian hashtag. Any photographer that submits a picture which is among the 100 best trending photos in the campaign will then be invited to share a personal story of what inspires them most about the city of Athens. The top three authors will ultimately be selected as winners of unique holidays for two in the Greek capital.

Marketing Greece has gone to great lengths to ensure that this is a particularly social campaign. For example, in the application created by the DMO, hashtags are automatically added when users share a photograph using the app. This is an interesting way to ensure that the campaign goes viral, and simultaneously make followers aware of Greece, Athens and the campaign.

Lessons for Digital Marketers

There is a lot for digital marketers to learn from the “I’m an Athenian Too” app itself. The first thing to note is that it is highly visual in its approach, and extremely user-friendly. Both of these elements should be considered particularly important. To deal with the latter first, when creating a digital marketing applications for mobile, it is important to remember that not all tourists are particularly tech-savvy. It is always tempting to cram a mobile app with tonnes of exciting functionality, but a small number of simple and well executed features will in fact appeal to a much broader audience.

Additionally, mobile applications typically connect with people on a much more powerful level when they are based around visual appeal. The graphical user interface and use of imagery within an app can be just as important as the service it ultimately delivers. By paying heed to both of these elements, DMOs and destination digital marketers can ensure that their campaigns connect with the widest possible audience.

This is underlined by the “I’m an Athenian Too” app, which features just two buttons. One to use the camera, and one to access the library of one’s mobile device. It really is an ideal case study for digital marketing applications, and it seems highly likely that Marketing Greece will experience significant success with this mobile and social-focused campaign.

Discussion

comments powered by Disqus

More from #DTTT

  • sustainable tourism
    In August we present:
    Designing Sustainable Destinations

    How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.

    #sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
  • game of thrones tourism
    In July we present:
    5 Questions with Tourism Ireland

    Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]

    #film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
  • tourist intelligence system
    In July we present:
    Buenos Aires Tourist Intelligence System

    We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.

  • gamification for tourism
    In July we present:
    How to Gamify the Visitor Experience

    At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.

    #gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge