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Hellenic Tourism Organization bets heavy on U.S.
Monday, October 25, 1999
Of the seven billion drachmas to be spent on promoting Greece as a tourism destination this year and next, some 1.2 billion goes to advertising<.> in North America. That's about three times more than the sum spent in the 1998-99 campaign. The organization is betting the program will entice well-heeled Americans to Greece next summer.
The American budget is second only to the budget set for Germany, which eats up 19% of the total advertising budget. America's 16% is followed by 13% being put aside for the UK market. All other markets take up single digit percentages.
This year's advertising program is the first ever that is based on a professional market research study. The study was commissioned by the Hellenic Tourism Organization last year and was delivered earlier this year.
The American budget is second only to the budget set for Germany, which eats up 19% of the total advertising budget. America's 16% is followed by 13% being put aside for the UK market. All other markets take up single digit percentages.
This year's advertising program is the first ever that is based on a professional market research study. The study was commissioned by the Hellenic Tourism Organization last year and was delivered earlier this year.
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