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.
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