‘Wanna feel 20 again?’ is the Greek National Tourism Organization’s (GNTO) winter 2022-23 marketing campaign. Now, Greece wants to extend its tourist season by attracting retirees to the country.
The difference between the summer 2022 campaign (Greece—You will want to stay forever!) is that it focused on emotions, while the new global campaign focuses on the pocket.
This changes the approach somewhat.
Greece: You will want to stay forever!
In May of this year, The Ministry of Tourism announced the launch of the global campaign “Greece: You will want to stay forever,” created with the support of the Onassis Foundation. The aim was to boost the country’s summer season—and it worked.
The campaign was highly successful, drawing nearly eight million tourists in the first half of the year, an increase of 428.9 per cent compared to 2021.
The GNTO ad also helped generate 5.126 billion euros in revenue between January and June, with an expected earning of nearly twenty billion by the end of the year.
GNTO’s Secretary General Dimitris Fragakis explained the concept behind the summer campaign. In his own words,
“A true story this year becomes the focus of our content, which touches on the feelings of travellers and centres on the authenticity of destination Greece.[It is] an identity and authenticity so strong that they will make visitors think of staying in our country forever.
” The campaign featured an Austrian man called Otto, who visited the country after suffering from burnout. He then decided to stay in Greece.
“The peace, simplicity, and beauty he experienced led him to stay, work, start a family in Greece, and eventually change his life forever,” said Greek Tourism Minister Vassilis Kikilias.
Life change is still the focus of their latest campaign launch. This time around, however, the GNTO is going for the gold in the form of well-off retirees seeking warmer climates and a more Mediterranean lifestyle.