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Greek National Tourism Organisation to sponsor CNN weather in first stage of marketing build to Olympics

The Greek National Tourism Organisation (GNTO<.>) has agreed an exclusive deal with CNN to sponsor the channel`s weather broadcasts on…

The Greek National Tourism Organisation (GNTO<.>) has agreed an exclusive deal with CNN to sponsor the channel`s weather broadcasts on its European, Middle East, Africa feed. Beginning on January 28, the multimillion dollar campaign is the first the tourist board`s new tagline `Greece, Beyond Words` and aims to raise the profile of Greece as a holiday destination in the run-up to the 2004 summer Olympics.



The weather sponsorship package is the first of its kind since CNN`s introduction of a new weather forecasting format that airs live seven days a week, with specific forecasts available for 150 cities. Broadcasts to a potential 109 million households, the campaign will be up-weighted during the first three weeks, coinciding with the introduction of CNN`s new morning output from London `BizNews` and `Business Central` which launched on January 14th.



The deal runs for four months initially and will see a 10-seconds branded insert following each CNN weather forecast. The insert will carry the line `This weather update is sponsored by the Greek National Tourism Organisation` and will be followed immediately by a 30-second sponsor`s commercial. Over five hundred sponsored weather updates will be broadcast over the four-month period.



Kevin Razvi, Executive Vice President of Advertising Sales for CNN parent company TBS International said: `CNN weather updates are truly international with universal appeal. The involvement of the Greek National Tourism Organisation with these broadcasts will deliver them high frequency exposure to the entire CNN viewing audience in the EMEA region throughout the week`.



Dimitris Georgakopoulos, Deputy Minister of Development, responsible for tourism matters, commented on the deal: `The Greek National Tourism Organisation`s aim is the continuous and reliable promotion of our county globally, especially in view of the 2004 Olympics games. We believe that this advertising campaign, apart from promoting Greece as a tourism destinations, will highlight the senses of hospitality and security that tourists feel in our country.`

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