The Greek National Tourism Organization (GNTO) has included online platforms Expedia and Booking.com in its marketing drive to promote Greece and its destinations to a larger segment of the international travel market.
The GNTO’s goal is to further penetrate 10 key markets and to target users interested in traveling to the Mediterranean region.
The marketing plan, published on Diavgeia, the Greek government’s transparency initiative, is budgeted at 2.080.000 euros and will include material from the GNTO’s 2022 campaign and its “Greekend” city break promo in European markets.
The approved plan is set to run from June to November 2022 on Expedia and includes promotion to US, Canada, UK, Germany, France, Italy, Austria, Sweden, Denmark and Norway markets, which account for about 80 percent of all Expedia searches for Greece.
The GNTO campaign includes awareness and conversion focused display ads, premium animated ads, destination listing native ads & home page placements for Expedia’s target markets, homepage takeovers on Expedia US, and dedicated emails that will be sent to a total of 1,500,000 recipients in the major markets.
Through onsite and offsite advertising placements, users will be directed to dedicated landing pages hosted on Expedia sites in each market with content dedicated to Greece, information about flights and offers.
The GNTO has also revised a previous decision for its marketing overseas service US program for 2022, which will now run through to August 2022 and from January to February 2023. The total cost comes to 1.2 million euros.