Plenty of sun-seeking tourists imagine lounging in the Greek Islands on a summer holiday. But—as destination marketers at the Greek National Tourist Organization (GNTO) know—the country has far more to offer. They wanted potential vacationers and visitors to expand their sun-sea-and-sand mentality.
Teaming up with us at Expedia Media Solutions, we developed a campaign to encourage travelers to explore beyond the country’s idyllic islands.
Four pillars—culture, gastronomy, adventure and leisure—formed the heart of the “What’s your pleasure?” campaign, along with four destinations. With this framework in place, the GNTO could connect with a variety of travelers, from art aficionados and foodies to thrill-seekers, and show them itinerary ideas that aligned to their interests.
Integrated landing pages featuring a digital map made it simple, and fun, for users to learn about the four target destinations.
The integrated campaign had a social component that drove entries to win a trip to Greece through leveraging the visual and sharing component of Pinterest to help travelers envision dining in Santorini, visiting the Temple of Apollo, diving in azure waters and much more.
Display media across Expedia brand in the UK, Australia, and India as well as across social channels Twitter, Facebook and Google+ drove users to the Pinterest sweepstakes. Entrants created their own “Greece Secret Gems” board. The campaign captured travelers’ passion for discovery, helping them find new places to go and things to do in Greece and share across their social networks.
The six-month campaign was a success, leading to increased bookings to target destinations. As the GNTO showed, highlighting the diverse offerings of their destination in a creative way connected travelers to experience a destination in a whole new light.