In efforts to attract more travelers to Greece, Greek carrier AEGEAN and the National Tourism Organisation (GNTO) last year ran a digital tourism campaign in collaboration with digital travel solutions provider Sojern.
The six-month multi-channel digital campaign was completed in 2020 and saw AEGEAN and GNTO benefiting from the use of programmatic video, display, social media, and YouTube.
According to an announcement by Sojern, the campaign brought in 37.9 million ad impressions and 28,000 direct bookings to AEGEAN for Greek destinations.
“The flexibility offered by Sojern in the plan has been key during this volatile year. Being able to adjust the investment to the best performing audiences and add or remove countries in line with the changing restrictions and trends has helped us make the most of the available investment,” said GNTO Tourism Promotion Directorate Petros Saganas.
Alliance for tourism recovery
AEGEAN is the flag carrier of Greece and the largest Greek airline.
The collaboration between AEGEAN and the GNTO was established in order to support efforts for the recovery of Greece’s tourism sector and promote the country to international markets amid the coronavirus (Covid-19) pandemic.
The aim of the joint marketing campaign was to drive direct bookings to aegeanair.com, resulting in a positive economic impact for Greek tourism.
With reduced budgets, cost was also a key focus. The campaign provided 3.5 million video views at a 60 percent lower cost than planned.
In addition, 28,000 bookings were made on aegeanair.com.
“Sojern’s transparency throughout the campaign and excellent communication helped us achieve great results,” said Elly Politou, senior executive destination marketing at AEGEAN.
Furthermore, an “always-on” marketing approach allowed AEGEAN and the GNTO to better understand their audience’s ever-changing traveler behaviour.
Aegean and the GNTO have been working with Sojern since 2018.
Sojern is represented in Greece and Cyprus by Global Media, an independent marketing and media agency.