To an uncertain time is transferred the announcement of the company that will undertake the new campaign of tourist promotion of Greece. The competition, which “runs” the Technical Chamber of Greece with funding from the Recovery Fund and bears the title Rebranding Greece, is now in the hands of Justice. The critical question that the courts are called to answer is if the procedure is valid or must be annulled. It may be that in the previous days were unsealed from the competition technical details of the project but in no case it concerned unsealing of economic offers of companies for the said competition, as noted in Tornos News factors of the sector.
- It is reminded that the case opened after appeals of Greek advertising companies, which support that the terms of the competition were “photographic” and favored multinational groups, leaving out the domestic market.
Central point of friction constitutes the requirement of existence of “international communication network” as a condition of participation. A term that, as is denounced, has no clear legal or technical documentation and leaves large margins of arbitrary interpretation. It is not defined what “network” means, in which markets it must be active nor what role it plays in the implementation of the project. Thus, may be accepted company that is active in markets irrelevant with the Greek reality, at the same time that are excluded companies with many years’ experience in campaigns of EOT, regions or even of “Eleftherios Venizelos”.
The market reacts intensely, with executives of the sector underlining that such prerequisites limit the competition and come in opposition with the very goal of rebranding: to reintroduce the image of the country abroad with knowledge and authenticity.
The issue acquires additional weight as the project is financed from the Recovery and Resilience Fund. The European regulation (EU 2021/241) gives priority to the strengthening of the resilience of member-states and the participation of small-medium enterprises – something that, as specialists stress, is not served with the current terms.
The proposal, that is submitted, is to change the disputed provision: either with clear qualitative requirements (countries, services, legal bond), or with more realistic criterion, such as proven experience in at least three foreign markets.
As note factors of the space, the rebranding of Greece cannot be supported on the exclusion of those who know the tourist product of the country better than anyone else. On the contrary, it requires a strategy that will combine the domestic creativity with the extroversion, so that the new identity of Greece be at the same time internationally competitive but also authentically Greek.
- On the occasion of the present development let us remind however the tourist campaigns that Greece has presented the last 25 years.
25 Years Tourist Campaigns: The course of the Greek brand
The history of the tourist campaigns of Greece the last 25 years is in reality the history of the country itself that tries to highlight and to evolve its brand in a particularly competitive global environment. From myth and classicism, until experience and authenticity, the campaigns of EOT and of the Ministry of Tourism reflect the challenges, the crises but also the opportunities of each era.
The start: Live Your Myth
At the beginning of the decade of 2000, with background the Olympic preparation, Greece presented the emblematic “Live Your Myth in Greece”. A slogan that became global brand, connecting the country with the myth, the culture and its history, and gave push in a period of extroversion.
The difficult decade of the crisis
After 2010, the campaigns had to face the weight of the economic and social crisis.
“You in Greece” (2010–2011) tried to give emphasis in the personal experience, without however to leave strong imprint.
The controversial “Greece – You Can Afford It” (2010) aimed to attract tourists with the message of affordable price, but received intense criticism as it was considered that it degraded the image of the country.
“Greece – All Time Classic” (2012) undertook to restore stability, presenting Greece as timeless and indestructible destination.
Then, “Greece – The True Experience” (2014–2015) transferred the weight in authenticity and in hospitality, attempting a more emotional connection with the visitor.
100 years Greek tourism: New campaign “Gods, Myths, Heroes”
“Gods, Myths, Heroes” was the title of the communication campaign of EOT for 2015, which Olga Kefalogianni presented at the exhibition WTM of London in November 2014 (she was then Minister of Tourism). The WTM 2014 coincided with the 100 years of Greek tourism.
“Our new communication – said then minister – is summarized in the idea that the Greek gods and heroes of mythology that all of us have known in our childhood, guide us in Greece and explain the uniqueness of this country.”
“All Greece is a set of gods, heroes and myths”, was the basic message of the communication campaign.
Said then Mrs. Kefalogianni: “This country, this nature, these products, these people and their works are all our strength. Independently of gender, age, level of education and wealth, in Greece all are welcome.”
Purpose of the campaign was, as underlined, to remind the true values of life, the myths that transfer lessons of ethos from antiquity until today.
- (See the video of the campaign at the end of the text, as well as the video of Live Your Myth …)
New dimensions: beyond sun and sea
In 2017, Greece presented “Greece – A 365 Day Destination”, wanting to break the monopoly of “sun and sea”. Mountain tourism, culture, gastronomy and activities entered the foreground. The campaign won international distinctions, highlighting the country as destination of four seasons.
Restart after the pandemic
In 2021, after the shock of COVID-19, “All You Want is Greece” gave a tone of safety and inspiration, aiming to reassure and to bring back Greece in the global tourist foreground.
The new narrative of the experience
The most recent campaign, “Greece. A life-changing experience” (2023), attempts to give new dimension to the brand of the country. It does not speak simply for holidays, but for experiences that change life: contact with nature, tradition and people. Greece is projected as place of transformation and essence.
A brand in constant evolution
From “Live Your Myth” that was identified with the optimism of the Olympic Games, until the “Life-changing Experience” of the post-pandemic era, the tourist campaigns of Greece depict the strategic course of Greek tourism, as it is charted by each political leadership of the Ministry of Tourism.
At the same time dozens are the different messages that broadcast regions, bodies of local administration and generally those who directly or indirectly are involved with tourist activity in the public space, creating simply a noise in the communication with doubtful result.
In every case the great bet for the future is to be maintained the consistency of a narrative, that will be married with authenticity and innovation with aim the country to “translate” its soul into messages that will travel all over the world.
