The 2012 Silver Effie award was received on Wednesday, 12 December, by the Athens Development & Destination Management Agency (EATA) for the launch of the “This is MY Athens” campaign, at this year’s Effie Awards Hellas 2012.
The Effie Awards are marketing communications awards given yearly by Effie Worldwide, Inc., a non-profit organization, to honor the most effective marketing communications ideas: ideas that work.
“This is MY Athens” was honored for the effective results of the Greek capital’s promotion through the largest photostream of the city ever created and for the launch of one of the largest “tour guide” volunteer programs worldwide thanks to the participation of city residents.
The photostream includes over 5,000 photographs, taken exclusively by Athens’ locals and city visitors and were gathered in less than one month. (Photos are still being uploaded. Click here to view.)
The “This is MY Athens” campaign was launched in summer 2011 as a free tourist service aimed to enrich visitors’ experiences in Athens. The campaign includes volunteer Athenians acting as tour guides to the Greek capital’s guests, showing them the different faces of Athens and tourist attractions that are not found in travel guides.