Greek Summer is a State of Mind
“With the Greek Summer is a State of Mind film, we have chosen to send a strong message of empathy and to identify Greek Summer with all the things that people have missed most in their lives over the past year.
The film highlights the defining characteristics of Greece and aspires to create a new brand around Greek Summer that is relevant to and respectful of our shared sacrifices and suffering during the Covid-19 pandemic.
Greek Summer is a State of Mind was launched in June 2020, just as Greece was coming out of its first lockdown. The country had gained international recognition for successfully managing the first wave of the pandemic. But as with all countries whose economies are dependent on tourism (20% in the case of Greece), a decision had to be made as to how to re-engage with people who were still in shock at the rapid spread and repercussions of Covid-19. People who were in different stages of lockdown themselves.
Campaigns from competitor countries began to invite travelers, chiefly by promoting landscapes and experiences. Marketing Greece, always striving to push the boundaries through thought leadership with its campaigns, opted for a different approach.
Through a single shot film, we chose to touch on the most basic and fragile aspects of humanity taken from us during lockdown via the values of Greek Summer… specifically those of feeling free, connecting with nature and being with the people we love.
What we see in the film is a brand that encourages the public to share its values wherever they find themselves, promoting the human dimension of Greece, one that shares, understands and is ready to welcome you when the time is right for you.
At the same time, by sharing the values and feeling of Greek Summer, the ground is being laid to welcome visitors in the future, when the campaign evolves to extending the tourism season and boosting tourism next year.”
|Goals of the film||Target Group|
“In order to create a new brand around Greek Summer, we focused on the emotions of being on a summer holiday in Greece and built on the positivity and feeling of safety that Greece created for itself through its successful management of Covid-19.
Greek Summer is a State of Mind is more than a travel video with a specific target group. Through the values and feelings of Greek Summer, we are sending an open invitation to everyone to dream of better times, sharing happiness and optimism for the future.
Marketing Greece S.A.
Frank and Fame