Starting point

  • The political and economic crisis in Greece has reached consumers and is leading to uncertainty within the tourism sector
  • With Marketing Greece the private Greek travel industry proactively establishes an organization financed by the private industry
  • The new organization focuses on PR to promote the destination’s touristic offers

Goal

  • Repositioning of Greece as an appealing and trustworthy destination
  • Establish the image of a modern and high-quality tourism product
  • Positioning of topics which specifically address the target group through creative storytelling

Strategy

  • Development of a long-term PR strategy and its implementation
  • Positioning of the private initiative Marketing Greece as an expert for the holiday destination Greece and as its first and reliable source of information

Result

  • Greece registers significant growth from the most important source market Germany
  • Even during the crisis the destination Greece generally does not suffer major declines in bookings