Back in 2010, City of Athens Convention & Visitor Bureau launched an online initiative titled ‘This is MY Athens’. The campaign's objective was to create the largest photostream ever made for Athens, inviting the city's residents and visitors to upload their own photos online and show the whole world what Athens was all about.
The campaign rolled out at a time when the city's and the entire country's image was put to test due to intense but short lived public unrest incidents. The blow on the city's image due to intense and one-sided media coverage was fierce and at the same time local residents needed an opportunity to revamp their pride for the city. The most effective way to achieve both and fight back was to show the world what was really happening in the city. In continuation of the online marketing campaign, in July 2011 launched the second phase of ‘This is MY Athens’, a visitor greeter program designed to give visitors the insider's edge of the city through a walk with an Athens local
The initiative was promoted through online and offline media and received extensive coverage mainly due to its voluntary nature and the fact that there was already a public desire building up for corrective actions. The campaign cleverly employed the public's motivation to help promote their city and show a positive and alternative side of Athens by actually giving them the opportunity to become the city's brand ambassadors. More than 300 Athens Locals have registered as volunteers making this one of the most successful visitor greeters programs available, while thousands of tours have already been booked so far.
Understanding the changing expectations of travelers and the processes which transform the nature of visitor experience, City of Athens Convention & Visitors Bureau asked us to:
01REFRESH ‘ THIS IS ATHENS’ BRAND IDENTITY
02UPGRADE THE CITY’S OFFICIAL VISITORS WEBSITE
03ENHANCE THE THIS IS MY ATHENS ONLINE PLATFORM
04RUN AN INTEGRATED DESTINATION MARKETING CAMPAIGN TARGETING BOTH LOCALS & VISITORS
MASSIVE REVAMP OF THE CITY OF ATHENS' OFFICIAL VISITORS WEBSITE
DAY & NIGHT CONCEPT
SHOWCASED THROUGH A CUSTOM
TIME LAPSE VIDEO
Watch the video
STUNNING VISUALS & STORYTELLING
CREATIVE COPY WRITING
SHOWCASING ATHENS TOP VISITOR ATTRACTIONS
AND HIDDEN GEMS
TRIP ADVISOR CONTENT INTEGRATION
TRAVEL TRADE & MEDIA SECTIONS
FOR PROMOTING ACVB B2B SERVICES
THIS IS MY ATHENS GREETERS PROGRAM UPGRADE & PROMOTION
TRIP PLANNING & GAMIFICATION
PROFILES & REWARD SYSTEM
REVIEWS / TESTIMONIALS INTEGRATION
STAKEHOLDERS EXPERIENCE DESIGN WORKSHOP
& ATHENS LOCALS COMMUNITY TRAINING
An inspiring event took place where Key Tourism Stakeholders got together in working groups to create perfect visitors moments in Athens via experience design tools & role-playing games.
SERVICE DESIGN BLUEPRINT REPORT
The bloggers used a special experience design & service evaluation tool to provide their assessment on several touchpoints (e.g. public transportation, visitor information services etc.) throughout their journey in Athens.
WHO DO YOU THING YOU ARE? PERSONA-BASED BLOGGERS CAMPAIGN
A persona-based bloggers campaign was launched to promote Athens as a world-class city-break destination. Following a storytelling approach, we designed and developed a colorful, vivid, responsive website with striking illustrations that informs its visitors in the most user friendly way about the campaign’s schedule, the bloggers’ personal information while enabling them to book a tour with a local that matches their favorite persona and shares the same hobbies and interests with them.
PIECES OF CONTENT
EXTENSIVE MEDIA COVERAGE AT BOTH DOMESTIC & INTERNATIONAL LEVEL
IMMEDIATE INCREASE OF THIS IS MY ATHENS TOURS & LOCALS SUBSCRIPTIONS