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SETE Slams Misleading Reports About New Greek Tourism Campaign

The Greek Tourism Confederation (SETE) on Saturday shot down claims relating to the recently announced new campaign for the promotion of Greek tourism – “Greek Summer is a state of mind”.

SETE released a statement following “defamatory and unprecedented lies” that circulated in the media which claimed that the Greek National Tourism Organization (GNTO) directly assigned Marketing Greece to produce Greece’s new tourism campaign for 32 million euros.

“We categorically state that SETE and Marketing Greece has never claimed in the past, nor undertaken, nor intends to do so at the present time or in the future, any funds from the Tourism Ministry or the GNTO,” the confederation said.

It is reminded that Marketing Greece launched in 2013 as a non-profit company by SETE.

New campaign was donated to Tourism Ministry

As announced during the new campaign’s presentation on Thursday, the production cost of Greece’s tourism campaign for the 2020 season was covered exclusively by Marketing Greece.

Marketing Greece CEO Ioanna Dretta had clearly stated that the “Greek Summer is a state of mind” campaign has been granted rights free for use by the Tourism Ministry and Greek National Tourism Organisation (GNTO) for the promotion of the country and Greek tourism internationally.

“Greek Summer is a state of mind” is the message Greece will send out to the world this year following the Covid-19 crisis.

Greece from Home initiative

Moreover, SETE underlined that the only assignment that Marketing Greece has undertaken from the GNTO was the promotion of the “Greece From Home” initiative on Facebook and Instagram, which added up to 99,000 euros (plus VAT) to cover costs.

According to the confederation, Marketing Greece had no benefit from the 99,000 euros, but also added its own funds for the initiative’s promotion.

“For those who do not know, in its seven years of operation, Marketing Greece has invested more than 8.5 million euros for the global promotion of Greek tourism,” SETE said, reminding that the company had provided free promotional material and campaigns to the Greek state in 2015, when capital controls were imposed on Greece, and again in 2019.

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