The Region of Crete approved the direct award of advertising services to Discovery Communication Europe Ltd, as part of the broader tourism promotion program for 2025.
In particular, it is planned to broadcast an advertising spot of up to 30 seconds on the international television channel Travel Channel, with a total of 40 spots to be broadcast over a period of two months and geographical coverage in Europe, the Middle East, and Africa.
As noted in the decision, Travel Channel is a leading thematic television medium, exclusively dedicated to the field of travel and tourism experience, offering high-quality content that inspires, educates, and informs its international audience. It belongs to the Discovery Communications group, one of the largest and most recognized global television entertainment providers, and has an extensive, long-standing presence and strong influence in the international tourism and travel industry.
In the wider EMEA region (Europe, Middle East, Africa), Travel Channel broadcasts in 72 countries and in 22 different languages, reaching more than 18.2 million viewers each month. In addition, 60 million households have access to the channel, while 31% of the audience (7.6 million people) is characterized as a frequent traveler with high spending power and interests that extend beyond travel, covering lifestyle, technology, culture, gastronomy, and sports.
According to the Region of Crete, the promotion of the island through this specific medium is a targeted, efficient, and strategically designed communication effort, aiming to increase the recognition of the destination, strengthen its competitive image, and reach a premium audience with proven travel activity. As stated, this is a unique medium in its kind and character, capable of offering multiplying results at an international level, thanks to the breadth, multilingualism, and diversity of its audience.
This specific initiative is part of a broader strategy of the Region to promote Crete as a leading and attractive tourist destination for all seasons of the year, utilizing targeted international media with proven appeal and strong influence to maximize the island’s tourist promotion and achieve the best possible result.
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