GREEK TOURISM

CONFEDERATION

Tourism
People
Development

&

& MARKETING GREECE
& :


& . .

1.

2.
3.

1.

2. & Marketing

3.
4.

5.

...a few words



70%



,
& Marketing
&

 , :
70 (16 )
25
1300 ( &
160 )
20.000
: 8,8/10
: 9,4/10
: 28%

 ,


( 10+)

 . & .
( )
( )
Visa Schengen ( )

(Review Pro)
,
tour operators / (GFK)
GDS (AMADEUS)


- (IPK International)
( - )

 20
36
:
& (22)
(7)
// (7)

, &
Marketing Plans (37)

2013
13

Marketing Project Management Planning & Advisory Role

http://regional-tourism-plans.insete.gr/

( )

MARKETING GREECE

UK

GERMANY

IT

ER

AND

TRIA

RANCE

GI

ASIA | MIDDLE EAST NETWORK

INTERNATIONAL MEDIA OFFICE

Abu Dhabi, Dubai, Bahrain,

Singapore, Hong Kong, Kuala Lumpur,
Yangon (Burma)

USA, Rest of Europe and World

Embassys Press Offices
Targeted direct International
Media Support in Other Markets

2013
13 International Public Relations
2016
20
Branding of Tourism Product
Creative Story Telling

& International Media Office

2013
13 International Public Relations
2016
20
Branding of Tourism Product
Creative Story Telling

& blogger
:

332

50.000.000
:

3,098

IC RE ATI N

GTR TTER

IC RE ATI N
T

&

GTR TTER

IC RE ATI N

GTR TTER
T

&I

IMPRESSIONS

REACH

POSTS

11,100,000

1,720,000

2,200

IC RE ATI N

GTR TTER

#blogtrottersGR
www.blogtrotters.gr
The Blogtrotters 2016 Sensometer which has recorded all the social media page
impressions of the Blogtrotters who have visited
Greece so far in 2016 reached 28.5 million impressions by the end of May. Some 23 blog posts have also
been produced, reaching 3.6 million unique visitors

GTR TTER

G
Antiparos
Athens
Galaxidi
Delos
Folegandros
Thessaloniki
Halkidiki
Ios
Kalymnos
Kimolos
Kythnos
Milos
Mykonos
Naxos
Nisyros
Paros
Santorini
Serifos
Sifnos
Syros
Tinos

www.discovergreece.com

Digital Marketing

Discovergreece.com

150
50
100 Stories

>5,000

1.000.000

-
-
-

Videos
~100

Digital Marketing Greece 2 Years & 2 Months

Discovergreece.com
Sessions:

Video Views:

5.000.000 >1.000.000
visitors / month:

Pageviews:

9.000.000

300.000
70%

Discover Greece
Community
Blog

Portal
Social
Media

DISCOVERGREECE DIGITAL ECOSYSTEM

250.000.000

Total Social Media Reach

9.000.000

Social Media Engagement

1.000.000

Members of DG Community

2013
13 Discover Greece Community
2016

engagement

Paul Gray
We have booked Zakynthos in June & Crete in September!
We have just booked Skiathos for 2017
Thank you Discover Greece for the inspiration

2013
13
2016

Sample: 484 intl. respondents

What do our followers think about us: Very high number of

respondents directly influenced by MG digital presence to
visit Greece, and >30% Captive MG Audience
AWARENESS

69%

31%

IMPACT

AWARENESS OF
DISCOVERGREECE.COM
PLATFORM

81%

HAVE VISITED
GREECE IN THE
LAST 2 YEARS

53% 42%
ADS & OTHER
ONLINE
PROMOTIONS

CAMPAIGNS
PROMOTING
GREEK
DESTINATIONS

A Captive Audience

INFLUENCED BY
DISCOVERGREECE.COM

97%

INTEND TO
VISIT GREECE
IN THE NEXT 2
YEARS

33%

INFLUENCED
BY MARKETING
GREECE
SOCIAL MEDIA

Discvovergreecec.com
Captive Audience &

~80%
McKinsey & Company for

DI
SPOTLIGHT
SPOTL
SP
POTL
OTLIGH
IGH
VA
CORFU
CORF

A CL ASSIC IONIAN PERFORMAN CE

athens
2013 - 2016
2016 - 2019

This is
ATHENSTHE NEXT BIG THING!

Athens

An ancient city with a youthful soul

Im an Athenian too

The natural evolution of the Athens International Airport long-lasting campaign

Perhaps you are an Athenian

2016
25
10
9 &
10 Publicity Events

ocial edia & edia
lan &
itc er ect t en

2013-

.
Media and blogger visits
Number of publications
Total Pageviews
Published stories
App downloads
Reach
mpressions

12.000.000
>120
>250
650.000
4.000
10.031
8.500.000
14.000.000

Social Media | Discovergreece.com | PR Athens Case

PITCH
PERFECT

CRETE. A Princess.

Authentic

Still to Discover.

Begin at Chania's wonderful Venetian harbour

and old town
Swim at magnificent pristine beaches:
Falassarna, Mpalos, Gramvoussa
Hike the 16km Samaria Gorge
At the end of the gorge discover Agia Roumeli:
a unique and remote place accessible only by
foot or by boat
ake the small passenger caique to reach
Loutro, a tiny, tiny village with no cars
Go to Gavdos, the most southern point of Europe

INDIVIDUAL PRESS TRIP

A Cretan travelogue with Le Figaro magazine

COVERAGE

Print
Circulation: 400,916
AEV: 400,000

Le Figaro Magazine reveals the secret

corners of Crete from traditional
mountainous villages to secluded
beaches with crystal clear waters in a
9-page travelogue on Greeces biggest island

PHOTO SHOOT
Spains ICON magazine takes a stylish snapshot of Crete

COVERAGE

Print
Circulation: 300,000
AEV: 260,000

ICON magazine, which is distributed with

leading Spanish daily newspaper El Pais,
produced a 9-page special on Crete aer
travelling across the island last November,
carrying out photo shoots in Chania, Rethymno,
Heraklion and Agios Nikolaos. The project was
organised in collaboration with the Greek
Embassy in Madrid.

INDIVIDUAL PRESS TRIP

Crete: The island where summer lasts longer!

COVERAGE

Print & Online

Circulation: 1,626,607
UMV: 229,842,729
AEV: 233,265

The most southerly Greek island

where temperatures are still toasty
well into October. UK daily newspaper Daily Mail declares Crete as the
island where summer never ends.

SUN AND BEACH - AUTHENTIC

COVERAGE

Print
Circulation: 507,731
Coverage: 2,322,000
EAV: 98,000

Journalist from German

daily Die Zeit relived Kazantzakis
classic during a visit to Crete

AGROTOURISM IN CRETE FEATURED IN GERMANY

COVERAGE

Print
Circulation: 507,731
Readership: 2,322,000
EAV: 52,600

Following a press trip to Crete,

Die Zeits supplement Reisen
published this double page spread
on agrotourismexperiences in Crete

AGROTOURISM IN CRETE FEATURED IN GERMANY

COVERAGE

Print
Circulation: 507,731
Readership: 2,322,000
EAV: 52,600
COVERAGE

Print & Online

Circulation: 311,200
Readership: 1 million
Monthly visits (estimation): 42,7 million
Print EAV: 131,824
Online EAV: 198,250

Marketing Greece worked with local O

Globo correspondent Claudia Machado.
The influential Brazilian daily ran 5 pages
on Machados article on Crete, including
a body-copy mention of Discover Greece

INDIVIDUAL PRESS TRIP

Red Magazine: A dose of early-summer sun on Crete

COVERAGE

Circulation: 235,000
AEV: 4,660

Full article

Red magazine deputy editor Saska

Graville found that Crete has one of
Greeces warmest seas, with a
sunbathing season from April to
October Youre spoilt for choice
when it comes to taking a dip

INDIVIDUAL BLOGGER TRIP

Aegean blues and greens with a touch of luxury!

Fashion, lifestyle & travel blog

The Little Magpie (aka Amy
Spencer, 52k Instagram followers)
discovered the romance and magic
of Crete. Her Instagram feed offered
a first wave of publicity, with four
blog posts and a video to follow

INDIVIDUAL BLOGGER TRIP

Cretan food and wine both on land and in the air

Papilles et Pupilles gave her readers a

full tour of Cretes culinary delicacies,
with recipes and visitor tips in three
blog posts, and even a video. She
placed special attention on Spinalonga,
recalling the impact that Victoria
Hislops The Island had on her

INDIVIDUAL BLOGGER TRIP

Blue magic for French fashion blogger on Crete

COVERAGE

Online
UVM: 80,000
Instagram: 43K
Facebook: 3,500
Twitter: 11k
AEV: 5,280
Read blog post

If you want to visit the Greek islands, youll find

all the necessary information to organise your trip
on Discover Greece

Following his visit to Elounda, Crete,

French fashion blogger Jordan Henrion shares his experiences in a blog
post rich in images of Cretes blue
magic

Crete The Island Inside You.

Crete Daydreaming Campaign


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 &

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 ,
,

 &

GREEK TOURISM
CONFEDERATION

&
,

YOUTUBE VIDEO CAMPAIGNS

Cross Channel

Discovergreece.com,

&

5.000.000 fans

1.000.000

8.563

& Branding.
& .
&
. ,

&

MARKETING GREECE

B2B & Trade (Facilitation)
B2C

Marketing Project
Management Planning
& Advisory Role
ar etin reece

&

Thank You.

GREEK TOURISM
CONFEDERATION