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Strategic marketing and branding plan of Greek Tourism enters second phase

The Greek National Tourism Organization’s project of national significance regarding the “Development of the Strategic Marketing and Branding of Greek Tourism,” recently came into its second phase: Implementation and Application. This…

The Greek National Tourism Organization’s project of national significance regarding the “Development of the Strategic Marketing and Branding of Greek Tourism,” recently came into its second phase: Implementation and Application. This project has been assigned to the Consortium of the companies PRC Group-THR-MRB in September 2006 after an open tender of the Organization, covering the permanent request of the Greek Tourism Sector’s stakeholders for a complete and technocratic approach toward the planning of promotional activities for the national tourism product.



The creation of the new Strategic Plan was the culmination of a focused and long-term effort of a group of more than 40 experts, while more than 600 tourism professionals from all over the country actively participated in the procedure.



Among others, the project determined:


  • The new strategy for expanding Destination Greece’s brand image from an “archetypal mass summer holiday and antiquities destination” to “a destination of unparalleled, largely-unknown contrasts, creating an infinite experience space, in which unheard-of stories simply unfold.”



  • The nine Strategic Tourism Sectors, including Seaside, Nautical, Cultural, Countryside, Touring, Health and Wellness, Meetings, Luxury and City Breaks in Athens and Thessaloniki.



  • New strategies for product innovation



  • New integrated marketing communication tactics for the promotion of the national tourism product



  • Systems and procedures for safeguarding the national tourism product from communication crises


The first implementation line of the project, and one of utmost significance, is the design of the creative content for GNTO’s forthcoming advertising campaign abroad, as the new Marketing and Branding Strategy was given as a standard prerequisite along with GNTO’s recent corresponding call for tender.



According to Alexandros Kouris, Official Representative of the Strategic Consortium Consultancy: “This crucial stage of the project’s realization and implementation will last for seven months, during which the Ministry of Tourism Development and the GNTO, supported by the Consortium Consultancy, are expected to establish an effective basis and the procedures for optimizing the utilization of the new strategy in the coming years. Our common objective is to expand Destination Greece’s brand image, and consequently to increase market share in the rapidly developing global tourism market.”

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