Tourism Development Minister Aris Spiliotopoulos unveiled Greece's tourist campaign abroad for the year 2008, during an event held at the Athens Concert Hall (Megaron) on Tuesday evening.
With the central slogan being "Greece: The true experience", Greece "for the first time capitalizes technically on a unified strategic platform made in such a way as to be able to host and support the communications policy for the entire country, on every sector, every service and every product," the minister added.
Greece will continue to promote itself on big networks like BBC and CNN and has vowed to triple its budget used for projection of the campaign.
DF: OK, let's do a quick break down.
Typeface: A
Clean and modern. We like.
Imagery: B
It's good but somehow lacking verve.
Wordmark/logo: C+
We're just not feeling the wrap around white stones (at least we think they are stones) around the "G." Maybe we need some more time to let it sink in.
Layout/Graphics: A -
Fantastic! We especially like the mouse cursor "click Greece" concept.
Print/Web integration: D*
If you are going to allude to the web/Internet on the print side, you have to back it up. In its current state, visitgreece.gr is not consistent with the campaign. (*we hope a revamped site is in the works for 2008!)
Tag line: B+
Greece is the real deal. "The True Experience" gets to the core in a simple and elegant way.
Overall Brand experience: B+
Congrats to all involved. You make us proud.
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visitgreece
posted on Thursday, December 13
Brand-Greek... ...Hello guys at Daily Frappe, you're doing a great work - I have become a regular visitor. I've done a small, out-of-hat review of the ads at www.brandinggreece.com. Let me know what you think!
Athanacia... ...I loved the 2007 campaign - made me feel like booking tickets straight away. Looking forward to seeing the 2008 campaign on Ant1 Pacific.
skriti... ...In recent years, I believe Turkey has had an aggressive tourism campaign from print to commerical advertising. They are done pretty well. If it wasn't for the Turkey logo in the end of the TV commericals, one would assume that is a commercial for Greece. The Greek ancient ruins for one, make it confusing. Fathom that, Turkey taking away Greek tourism by advertising Greek ruins! My point is, advertising is everything...if you don't have a strong campaign, then you risk losing money. Greece should pick up their game and hire a better advertising team.
UndrOlvTree... ...Add to that these campaigns have been lacking consistency and a voice. I challenge the GNTO to put this up for bid and ask for a 3-5 year campaign concept. PLUS.... add other elements to the mix. Ads are great, but need PR and WOM as well. Other "Aegean" destinations are putting more money into this with great results and taking away our tourism euros.
skriti... ...I highly suppport a boost of advertising of tourism for Greece, but these print ads are not a good attempt at that. In fact, they are absolutely horrible. This is what is wrong: the print is too small, the map of Greece is lost in all three ads, in the first, there is so much unused dead space and a better choice of archaic artifacts could have been used, in the second, no one would lean back on a sail like that (it just looks silly), and the third print looks like a Viagra ad, or any pharmaceutical ad, for that matter. Not to mention, the splashes in the water are not accurate, revealing it's a doctored photo, where the models were photoshopped in. I really hope no one signs off on these. Greece is an ultimate beauty that deserves the best representation. It would be a shame to let her down like this.
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