The video for Greece’s new tourism promotional campaign “Oh My Greece | Unlock the Feeling” by Marketing Greece, received a warm round of applause from a wide audience at the ITB Berlin 2019 trade show on Thursday.
Taking place in the center of the Greek stand — Hall 1.1/101, 101A — the campaign was presented to an audience of Greek and German tourism professionals and media by Greek Tourism Minister Elena Kountoura and Marketing Greece CEO Ioanna Dretta.
“This one of the many actions we – the public and private sector – have done to promote our beautiful country,” Minister Kountoura said before the video was unveiled.
The “Oh My Greece | Unlock the Feeling” video has been granted rights free for use by the Greek National Tourism Organisation (GNTO) and will be promoted abroad in all foreign markets through the GNTO’s extensive network.
“Our vision is to have much more content that will really touch the heart of visitors because Greece is a small piece of paradise and everybody should visit,” the minister added.
“Oh My Greece | Unlock the Feeling”
The two-minute video features a series of images of Greece and focuses on the hospitality of the locals who invite foreign travelers to the country to experience a Greek holiday, one that will have then saying… “Oh My Greece”.
Underlining that the campaign “speaks” the language of everyone who has visited or wishes to visit Greece, Marketing Greece CEO Ioanna Dretta said that the video is designed to trigger emotions, awaken memories and create desire.
“The Greek tourism product is a combination of nature, culture, gastronomy… of habits and a way of life. But it’s also something else, more immediate and even deeper: It’s about contact with people,” Dretta said.
Marketing Greece’s CEO said that the goal is to respond in the best possible way to the increased demands of the international tourism market.
“We’re not just interested in a tourist visiting Greece, but we’re interested the visitor living the unrivalled travel experience that Greece offers,” she added.
Speaking to GTP Headlines on the sidelines of the presentation, Dretta said that the “Oh My Greece | Unlock the Feeling” video recorded over two million organic video views and more than 25,000 social media shares in the first five days from its release.
Meanwhile, the “Oh My Greece | Unlock the Feeling” video also had a strong appeal to the Greeks themselves, as the video is seen being shared daily on various social media channels since its release on February 20.
“This was a big surprise for us. We were not expecting this reaction from the Greek public, as the Greeks were not our target market,” she said.
The video’s visual concept focuses on Greece’s main “sun and sea” tourism product, which is the sector’s main source of revenue.
“The video has a specific target – it is to spread awareness on Greece. It was not made to sell destinations or a specific tourism form. It was made to show the experience… In the end, that is what the final consumer will ‘buy’, an experience, a blend of products,” Dretta explained.
The last frame of the video shows the imposing rock formations of Meteora, which is meant to give a promise to viewers, a promise that there is always more Greece to see.
Marketing Greece will soon release a series of shorter videos of Greek destinations, copyright free, for use in social media by the GNTO, Greek tourism enterprises and the public.