In creating a ‘Metabrand’ one looks at the holistic picture of a country or region. That is to say when ‘metabranding’ a country or destination, it is not only about differentiation but also about providing real tangible support for all key sectors of the economy which, these days, are increasingly interrelated.

In this respect tourist branding becomes an integral part of creating a brand for a country. Furthermore, “destination marketing in isolation of an effective country brand has limited potential for success and can be risky in today’s world” says Mr. Hadjikyriacou who will elaborate his approach using a variety of relevant examples in his presentation.

Savas Hadjikyriakou, Partner of East West Communications, has over 15 years of experience working with government and corporate clients, including advising dozens of governments on their positioning, branding and communications, as well as advising companies on corporate, product and service branding. Corporate clients include DOW, Imperial Chemical Industries (ICI), London City Airport, Haymarket Publishing Group, etc.

East West Communications is based in Washington, DC, USA, and is one of a handful of companies worldwide with expertise in Positioning, Branding and Communications consultancy for countries. It has worked for dozens of countries around the world, including Singapore, Ukraine, Kazakhstan, Zambia, Fiji, Nigeria etc. East West Communications are also advisors on nation branding to the communications department of the WTO.

The Philoxenia Destination Marketing Workshop is a one-day seminar held on Nov. 15, 2006, as a parallel event of the Philoxenia expo in Thessaloniki.

Other prominent speakers ill cover the following subjects:

• e-Marketing of Destinations



• Quality Issues in developing destinations



• Public Private Partnerships (PPPs)



• Setting up efficient DMOs / CVBs



• Case study on a greek town

The Workshop Chair will be taken by Dr. Aris Ikkos, General Manager of JBR Hellas, consultants specialising in tourism, and member of the prestigious International Society of Hospitality Consultants (ISHC).

For continuously updated information, visit the workshop pages: http://www.jbrhellas.com/dmw and http://www.traveldailynews.com/makeof.asp?central_id=1216&permanent_id=27