Athens International Airport (AIA) in conjunction with Marketing Greece recently presented a new campaign for the city of Athens, ‘Speak Aθenian. Be an Aθenian.’.
Aiming to promote the Athenian experience and the city of Athens as a city break destination, the new interactive digital campaign reveals the unique match of the city’s historical profile with its distinctive modern face.
The campaign makes use of catchwords: ‘Hipstoricαl’, ‘Philosofα’, ‘Theαtricult’, ‘Bistrocrαcy’, which are synthesis of Greek and English words, with Greek and Latin characters, creating new words that imaginatively express the ‘way of the Athenians’, who, despite adversity, experience their every day in an exciting city offering a blend of history, modern life of a special urban character and culture, with a splendid beach-studded coastline lying just 30 minutes from downtown Athens.
The campaign’s approach aims to promote the city particularly to new audiences and markets. Highlighting the exciting, multi-faceted character of Athens, the campaign shows travellers the many reasons why the city is a destination worth prolonging their stay.
The campaign was designed following research of Athens’ tourism product carried out by Marketing Greece and Athens International Airport and constitutes the new phase and evolution of last year’s ‘I’m an Athenian too’ campaign. The main difference being, that while, last year, participants became ‘Aθenians’ they will now learn to speak ‘Aθenian’.
Using an array of digital tools created for the new campaign, participants are transformed to digital ‘Aθenians’, who share the same characteristics with the city locals and have an interest in visiting and experiencing the city in its deeper essence.
The campaign’s web link, hosts more than 30 digital post-modern art experiences, inviting participants to share and spread across the social media universe.
Moreover, the mobile application is the main vehicle for audience interaction: anybody can upload photographs sharing personal ‘Theαtricult’ or ‘Bistrocrαcy’ city moments, like true ‘Hipstoricαls’ or ‘Aθeniants.
For the new campaign and its concept, communications and marketing director, AIA, Ioanna Papadopoulou, said: “Our first campaign, “PerhaΨ you’re an Aθenian too!”, in 2014 highlighted the universal notions – of a Greek origin – using, at the same time, a creative synthesis of the Greek and the Latin alphabet. We then embarked on the next interactive phase, the ‘I’m an Athenian too’ application, brought to life together with Marketing Greece, offering all natural and virtual city visitors the opportunity to become ‘Athenians’, by discovering their personal ‘stamp’ in the city.”
Managing director, Marketing Greece, Iossif Parsalis added: “In promoting the contemporary face of Athens while preserving its classical values, which are conveyed in a post-modern fashion, we aim to further penetrate European markets. Athens emerges as a city break destination, setting a challenge for all of us in the next three years. Athens has new dynamics that will continue in 2016 through our coordinated partnership, under the auspices of the City of Athens Municipality and the participation of the private sector.”