THE GREEK SUMMER STATE OF MIND
Greece’s new tourism promotion campaign for the 2020 summer season, was presented at Aegli open-air cinema in Zappeion of Athens on Thursday, June 5, by the Ministry of Tourism and Marketing Greece. This year, summer is different. The pandemic has changed almost everything. The way we live, work and go on holiday. And so, the 2020 Summer Campaign for Greece is a little different.
What defines us today is that we showed… as a nation… That we can overcome difficulty and achieve success. Through personal sacrifice and responsibility… We gained recognition and respect.
The main goal of Greece’s new tourism campaign is to remind international visitors of the feeling of Greek Summer and that being on holiday in Greece is to experience something deeper, truer and more human than elsewhere. It’s the combined feeling of freedom, happiness and contact with nature.
One single impression. 40 seconds. 50 words. Thousand feelings. A message from Greece to the entire world. At its heart, will be a new brand: Greek Summer. A state of mind that goes beyond time and seasons.
With empathy and respect for the sacrifices and suffering of many during the pandemic, the new video highlights these defining characteristics of Greece and aspires to create a new brand around Greek Summer. A brand that, at this stage, urges the public to live it wherever they are, promoting the human dimension of Greece, the one that shares, understands and is ready to welcome you when the time is right for you. At the same time, by sharing the values and feeling of Greek Summer, the ground is being laid to welcome visitors in the future, when the campaign evolves to extending the tourism season and boosting tourism next year.
“We hope to be able to welcome visitors safely, first and foremost, and that this, the summer of 2020, will be a memorable one,” said Mitsotakis.
Among the valued guests was the Prime Minister of Greece, Kyriakos Mitsotakis. In his opening speech, the PM said that “this summer will be different than what we planned,” due to the novel coronavirus pandemic. The “Restart Tourism” campaign is targeted to foreign audiences and social platforms abroad, to encourage tourists to come to Greece.
“Greece is more than just sea and sun,” said Mitsotakis. “What we want to communicate is that Greek summer…is a state of mind.”
Faithful to its mission and reason for being, Marketing Greece will fund the campaign for Greek tourism for 2020 and is granting it free of all copyright to the Greek state, for the promotion of the country and Greek tourism internationally.
Ioanna Dretta, CEO of Marketing Greece said the campaign was designed and implemented by a group of people like Steve Vrahakis, Thanasis Papathanasioy of Frank and Fame, Thomas Varvitsiotis, Elias Tsaousakis in cooperation with the Greek National Tourism Orgasnisation and the Tourism Ministry.
And from the moment Greek summer is an emotion… You can feel it anytime, anywhere in the world. So, we’re sharing Greek summer with you now. Wherever you are…