Greece Focuses on New Tourism Brand Positioning

The Greek Tourism Ministry on Friday announced the launch of a working group to focus on a new branding strategy for Greek tourism that will give the country the best promotion abroad.

The working group will be led by Steve Vranakis, the Chief Creative Officer of the Greek government and Special Adviser to PM Kyriakos Mitsotakis. Prior to his position in the government, Vranakis led Google’s Creative Lab in Europe, the Middle East and Africa.

The main objective of the working group, which will be supervised by Greek Tourism Minister Harry Theoharis, is the brand positioning of Greece as a tourism destination on an international level.

The working group for tourism includes Ioanna Dretta, CEO of Marketing Greece; Irene Anastasiadou, Special Advisor to the Tourism Minister for Marketing and Communication issues; and Eleftheria Fili, Head of Audiovisual Media & Productions dpt. at the Greek National Tourism Organization (GNTO).

Public and private sectors come together

“This working group is a very important initiative as it involves both the public and the private sector in the branding effort for tourism,” GNTO Secretary General Dimitris Fragakis told GTP Headlines.

The GNTO has in the past cooperated and supported efforts made by Marketing Greece, a private company centered around the promotion of Greek tourism.

“Both sectors stand together for the country’s branding, as they do for everything else that involves the country’s promotion,” Fragakis said, adding that the GNTO will aim to achieve top results very soon.

On her part, Ioanna Dretta, Marketing Greece’s CEO, said the company was honored to participate in the working group for Greek tourism’s branding.

“Marketing Greece, which produces content for the image and reputation of Greece, could not be absent fom this effort and offers its support to any initiative aimed at promoting Greece,” she said on Twitter.

The tourism ministry’s intention to create a 10-year strategy (2021-2030) for Greece is the main strategic pillar of the working group. Responsibilities of the working group include refreshing the branding of the GNTO’s stands at international exhibitions and revamping the Visit Greece website.

The working group for tourism is part of the “Repositioning Greece” initiative created by the Greek government and runs under the responsibility of the Ministry of Foreign Affairs. Its aim is to generally boost the country’s image abroad.