The campaign aimed to reduce the environmental impact of tourism while differentiating Greece by promoting sustainable travel destinations. It highlighted the country’s natural beauty and cultural heritage, meeting the growing global demand for sustainable travel options. With 71% of global travellers now more inclined to choose eco-friendly travel, Greece stands out in the competitive travel market by leveraging its natural assets and commitment to cultural preservation.
Destination Marketing: Positioning Greece as a leader in sustainable tourism by showcasing its commitment to responsible travel practices.
Awareness: Raising awareness of Greece’s emerging sustainable destinations among eco-conscious travellers in the UK and Australia, where demand for sustainable travel is on the rise.
Visitor Engagement: Driving active participation via the “Visitor Pledge” on sustainability.visitgreece.gr, encouraging travellers to support Greece’s natural and cultural heritage.
Curated Experiences: Showcasing 10 eco-friendly travel experiences that balance sustainability with authentic cultural engagement.
Our strategy integrated the strengths of both the Greek National Tourism Organisation and Mastercard. After conducting global benchmarking, we established a cohesive framework to meet the campaign’s core objectives. We crafted visuals and messaging tailored to resonate with eco-conscious travellers, implementing the campaign across multiple platforms, including Google Ads, Meta, YouTube, and LastMinute.com, to ensure maximum reach.
A dedicated microsite, sustainability.visitgreece.gr, served as the campaign’s central hub, providing visitors with resources on eco-friendly travel experiences, impactful visuals, and a call to action through the “Visitor Pledge.” To further enhance engagement, the curated experiences were also promoted on the Visit Greece mobile app.
Multi-Channel Strategy: A comprehensive digital media plan across Google Ads, Meta, YouTube, and the Visit Greece app to reach a broad audience.
Educational Content: A content strategy with blog posts, social media campaigns, and storytelling to promote sustainable travel.
Visitor Pledge: A commitment initiative encouraging active participation, promoting practices like reducing waste and supporting local businesses.
Microsite and Mobile Integration: A dedicated microsite and mobile app integration providing travellers with resources, curated experiences, and cultural insights.
The "Sustainable Greece" campaign highlighted Greece's commitment to responsible tourism and cultural preservation, establishing it as a sought-after destination for eco-conscious travellers. This collaborative effort with the Greek National Tourism Organisation and Mastercard introduced international visitors to the rich and diverse eco-friendly experiences Greece has to offer, helping foster local economies and encourage year-round tourism.
Campaign Highlights & Results
- Eco-Friendly Experiences: Presentation of 10 curated experiences across Greece, each offering sustainable ways for travellers to experience Greece’s natural beauty and cultural heritage.
- Global Engagement: Engagement of eco-conscious travellers in key markets, particularly the UK and Australia, strengthening Greece's appeal in a competitive landscape.
- Visitor Participation: Introduction of the ‘Visitor Pledge’ through sustainability.visitgreece.gr, encouraging visitors to contribute actively to preserving Greece’s cultural and natural heritage.
- Leadership in Sustainable Tourism: Enhanced positioning of Greece as an emerging leader in eco-friendly travel through strategic marketing and impactful storytelling.
- Community Support: Fostering of community engagement and support for local initiatives prioritising sustainability, supporting long-term, responsible tourism development.
