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New Campaign to Put Greece’s Outdoor Activities in Spotlight

Greek tourism promotion body Marketing Greece in early December will launch a new campaign to promote the outdoor tourism activities offered in Greece.

Speaking to the Athens News Agency (ΑΝΑ), Marketing Greece CEO Ioanna Dretta said that the promoted outdoor activities will fully comply with the safety requirements set by Greek authorities for the coronavirus (Covid-19) and at the same time highlight the experiential, authentic character of Greece’s tourism product.

The campaign will run with the use of modern technology tools through images and videos.

Communicating brand ‘Greece’

Marketing Greece’s CEO also referred to the country’s presence on the cover of Monocle, a global briefing covering international affairs, business, culture and design.

Greece ranked first in the magazine’s annual “Soft Power Super Stars” survey.

“Greece should communicate its messages as a global brand with international recognition,” she said.

Monocle’s annual Soft Power Survey revealed the countries whose cultural ambassadors, diplomatic missions, skilled messaging and tasty food saw them make the grade in 2020.

Dretta also mentioned Greece’s recognition as the fifth best tourism brand in 2020, based on Ipsos’ Nation Brands Index (NBI) that evaluated the perceptions of consumers in 50 countries.

“We have to communicate based on the fact that Greece is fifth in the world,” she noted and added that Marketing Greece’s upcoming campaign will be focused on that conclusion.

Marketing Greece CEO Ioanna Dretta

Regarding the Nation Brands Index (NBI) 2020 tourism category, the top-5 ranking saw Italy and France remain at the top of the list compared to 2019. The United Kingdom improved from fourth place in 2019 to third place this year, and Spain fell from third place last year to fourth place in 2020.

Greece re-entered the top-5 for the first time since 2018, ranking in 5th place – replacing the United States.

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