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Marketing Plan for Greek tourism after the Olympics

Marketing in action

MarketingInfra-

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Productbasedtactics

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Goals and strategies

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Portfoliostrategy Branding

Priceand salesstrategy

Target segmentsand geo-markets

Umbrella Marketing plan structure

Vision,Mission

and Goals


Effective brands system

Greece in the past years has not managed a brand system in an organised, continuous, consistent and proficient way

The national logo years by years, mixed the words Hellas and Greece, modified lettering, colours and connotations


The management of the brand

The following slogans have been used by Greek tourism since 1990:

Never ending story ’96

That's life ’00-’01

The authentic choice ’97-’99

Makes your heart beat ’95

Beyond words ’02-’03

Your best time yet ’04

Chosen by the gods ’91-’93

Come as a tourist, leave as a friend ’94


Brands system for GreeceAim of brands is to communicate to potential clients -through resuming concepts- the characteristics of the offer, reassuring and certifying on the quality provided and the features of the proposalThe proposed brands system for Greece has the objective of rationalising and structuring the whole compound of brand names communicated to the demandThe proposed system is composed by:

1. Geographical trademarksObjective: communicate values

They express personality, emotions and spirits; they can’t be bought but help the client to understand the characteristics of the offer and what they representThey are related and correspond basically to territories: cities (e.g. Athens), clusters (e.g. Mikonos), regions (e.g. Aegean islands), the country (Greece)

2. Product BrandsObjective: express attributes

They communicate tangible features and identify products and services that can be bought; the number of brands in a country can be an indicator of its level of tourist developmentThey are related to services and products; international examples: Wellness Hotels, Relais & Chateaux, Kinder Hotels, etc.; Greek example: Fun Sail Charter yachting

3. LabelsObjective: Correspond benefits

They guarantee qualities and specific characteristics of tourist resources that are not to be boughtThey are related to tourism resources; international examples: Les plus beaux detour de France; possible label in Greece: the folkloric villages of Greece


Examples of Trademarks, Brands and Labels

Trademarks

Brands

Labels



Brands

Labels

Trademarks



Brands

Labels

Trademarks


Trademarks

Brands

LabelsAttractionsIslands

Towns

Product 1Product 2Product…

Attica /Athens Crete Ionian

IslandsRegion

αRegion

βRegion

…

Brand system for Greece

Greece


Brand system for Greece

The proposed brand system for Greece finally foresee:

A structure of geographical trademarks

The “umbrella” brand Greece is integrated with the regions / clusters brands: on one side the local brands are empowered and have their esteem reinforced by the national communication; on the other side, the promotion of differentiating attributes of the local brands support the positioning of the Greek brandTheir function is transversal to reinforce the power of brands and labels: they express the emotions that can be experienced and help the client in identifying the features of the geographical areas

The proliferation of too many different trademarks can create confusion for the clients “diluting” (remove power to the communication) strong messages

!

A series of product brandsThey guarantee the quality and the distinctive characteristics of specific services as chains of accommodation structures or services offering experiences, etc.

A compound of labelsThey inform on existing and tangible differentiating elements associated to tourist resources as attractions, islands, towns, etc.The communication of the characteristics of labels and brands helps in supporting the identity and positioning of the trademarks


Trademarks and Brands power

The power of a tourist brand is related to its:

Knowledge: the awareness of the brand among the customers; the Olympics have been a chance to greatly increase the knowledge of GreeceEsteem: the reputation of the brand and the perceived fulfilment of promises; as well, the organisational success of the Olympics has increased the esteem of GreeceDifferentiating attributes: the offer’s characteristics that the demand perceives as different from competitors Relevance for the clients: the importance recognized by the clients to the attributes for their satisfaction

Power

Stature Strength

Kno

wle

dge

Este

em

Diff

eren

tiatin

g at

trib

utes

Rel

evan

ce fo

r th

ecl

ient

s


The positioning

The compound of qualities of the tourism offer of Greece, should be reflected in the image communicated and in its brand.Therefore the brand will provide a specific positioning of Greece among target segments of the demand, with a clear differentiation from the competitors.

The positioning of Greece should be focused in its:

Physical characteristics:lighting sun, temperate weather, unspoilt soft beaches, pure blue sea, islands and mountains, archaeological sites, …

Each kind of indication of Greece as a “Balkan country” is quite dangerous: although it is an area of strong and interesting traditions, internationally it is presently identified as a conflictive and unsafe area

!

“Soft” qualities:friendliness of people, safeness of the environment, cosiness of its villages, organisational efficiency, …

Traditions:the ancient history, the tasty food, traditional dances and music, the antique philosophy and beliefs, uses and customs, …


Identity and value proposition (tentative)

Healthiness

Relaxation

Food enjoyment

Entertainment

Functional benefitsPanoramic outlook

Freedom

Exploration

Protection

Emotional benefits

Valu

e pr

opos

ition

+Cultural enrichmentEnvironmental commitmentFamiliarity with peculiar traditions

Self expression benefits

Extended identity

LeisureSafety

Small scale

Authenticpeople

Unspoilt islands

PassionTraditional customs

Azure and auburn

Whereeverything

beganAncient civilization

Intense flavours

Welcoming efficiency

Performing activities

Iden

tity

FantasyHarmony

Theatre

Drama

Myth Dialogue

Lyrics

Rhetoric

Ecstasy

Logic

Democracy

Philosophy

Gymnasium

Agora

Labyrinth

Dynamism

Aesthetics

Pathos


Symbols of Greece

In order to support the identity of Greece, a certification mark could be created for some 10 products that will become the “Symbols of Greece” worldwide

They will be provided as souvenirs (with guaranteed quality and authenticity), but will also represent the basic elements of the identity that Greece wants to communicate

The symbols, designed by renown artists, will be made in Greece though agreements with production companies with the supervision and certification by the national tourism organisation

The symbols will express the desired image of the Country and will communicate the values of the Greek brand; examples: an Ouzo bottle with stylish design, pot of halva, Sirtaki dancer, book of the cosiest villages’pictures, miniature of typical guitars, etc.

As well, it could be realised the “Musics of Greece” by creating 10 different DVDs, with the best melodies of the various types of Greek music together with training videos on typical dances

The DVD would contain appealing aspects on Greek resources entertaining contents, soft and easy dance learning practices, etc.

“Symbols” and “Musics” will be created by private producers in partnership with the national organisation:

the initial cost of identification and design of the Symbols and their marketing will be financed by royalties paid by the producers


Greece tourist shops

Together with Symbols and Musics, in Greece it could developed a franchising system of info-shops both providing tourist information both selling guaranteed originally Greek souvenirs and food, maps and brochures

The function will be double:

to spread the diffusion of points where tourists can get objective and disinterested information

to develop a chain of branded shops where tourists can buy original and quality-guaranteed souvenirs and typical food

Periodical visits by mystery shoppers will control the respect of the standards by the affiliated

!

The national tourist organisation will be the promoter of the constitution of the franchising chain in partnership with private operators:

The operators will receive the certification seal when applying and respecting defined standards in terms of: products sold, demonstration of competence, guarantee of impartiality in the information provided, physical space dedicated the informative sector, etc.

The national and regional tourist board will provide the information material and will promote the franchised shops


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Price strategy intelligenceA country can hardly influence the price of the services offered by independent private operatorsBy the way, some information can be periodically collected and published with the aim of spreading the trend on some figures affecting prices:

Benchmarking on competitor’s price: collection of information on the average price of different type and category of services in competing destinations, with the aim of actualizing Greek rates according to international conditionsInformation on socio-economic evolutions: collection of data on the demand targets in origin markets, in order to foresee the possible impact of price changesInsights on Tour Operators: information on the financial and economic situation of the TOs, aimed at enhancing the bargaining power of Greek operators

Forecasts on the demand of Greece: estimation on the likely evolution of the demand towards Greece and its competitors, with the objective of helping the tourist operators in the planning of investments and the yield managementMonitoring of extra-hotel costs: survey on the price of the items usually bought by tourists in Greek destinations (apart from the accommodation expenditure), in order to control the perception by tourists of the overall cost of the vacation in Greece


Marketing in action

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Market and Marketing objectives

The Plan pursue MARKET objectives:Differentiate from competitors, by developing the strategic sectors

Increase effectiveness, by addressing to specific targets

Increase efficiency, by concentrating efforts in the prioritised markets for each sector

Augment positive word of mouth, by enhancing the quality and providing satisfactory services and experiences

…and MARKETING objectives:

Increase the appeal of Greece

Enhance the quality of the products and tourism services

Maximise the impact of promotion

Increase the expenditure of tourists by providing a wide gamma of activities and experiences


Quantitative objectives

The overall objective is becoming in 2014, one of the top 10 destinations in terms of arrivals

If the increase of hotel accommodation capacity will grow at an annual rate of 2,6% and the overnights at a rate of 6,2%, in 2014 the average yearly hotel occupancy rate will grow towards a satisfactory 63%.

+63%1.303 €

+16 points57%

+29%404.593

+82%84.859.041

+63%21.175.630

2014

+7 points48%41%Hotel rooms occupancy

5,0%+34%1.072 €800 €ACE

2,6%+14% 355.862313.000Hotel rooms

6,2%+35%62.816.76146.500.000Hotel Overnights

5,0%+34%17.421.24313.000.000Arrivals

Average annual rate2010Actual

(estimated 2004)

Source: THR goal setting


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Marketing infrastructure

I1. Media Data base

Creation of a comprehensive and updated database of journalists and media:

newspapers and magazines, press agents, TV channels and specific programmes, radios, web sites, in-house magazines (specific for the associates of clubs and associations), advertising agencies, free-lance journalists

The objective is to facilitate public relations activities, contacts for advertising campaigns and press/TV releases and specials

The information will be structured to give many details; e.g.:

For Journalists: contact details, area/s of specialisation, freelancers or in-house, blog, media they work for, number of publications, language, etc.For TV: name of the program, scope and frequency of broadcasting, time of the day, audience, theme/specialisation, etc.For Press: format, target, frequency, circulation, etc.

Considering the contacts taken during the Olympics, when some 20.000 journalists (sport-specialised and generalist) came to Greece, the foreseen approximate number of entries could reach 5.000

!



I2. Trade Data baseCreation of a comprehensive and updated database of tour operators, travel agencies, trade associations

to have an efficient marketing tool, fast and up to date, to facilitate communication of segmented promotional activities towards intermediaries

The DB will be available for the national and regional marketing agencies, association of entrepreneurs and single operatorsForeseen number of entries: minimum 2.000 The information will be structured in order to respond to the needs and characteristics of each product/market

I3. Clients Data baseCreation of a DB with detailed info on potential and actual clients of Greek tourism servicesThe database, accessible on line through an extranet, will allow Greek operators both to send segmented offers and to carry on Customer Relationship Management actions



I4. Photo bankCreation of a library containing top quality pictures, with an inclusive mix of descriptive contents (for all key sectors) and emotional themes (reflecting attributes of the brand)The differentiating element of the new Photo bank is the fact that images have a high emotional impact and a clear message, focussing on clients’ feelings and experiences:

relaxing under an olive tree, dancing sirtaki with fishermen, learning philosophy in ancient ruins, joining appetizing food after a work meeting, a family on a sailing boat in a desert bay at dusk …

The Photo bank, produced with a search engine for a quick search of the subjects will be available for national / local promotion activities

I5. Film bankCreation of a library of top quality videos, with the same concept of the Photo bank: a wide mix of descriptive contents and emotional themesThe film bank will contain highly expressive videos organised by subjects, themes and areas



I6. Local Marketing UnitsEstablishment of a network of operative marketing agencies in the main feeder geo-markets being representative for the promotion and commercialisation of Greek tourismTheir function will be the support to marketing actions: the national and regional marketing promotion as well as the commercialisation of the services of Greek tourism operators

In this sense, their activities will consist in: relationship marketing and lobbying with intermediaries, media and strategic partners; direct marketing; presentations to the trade; institution of promotional kiosks in main city and commercial centres open to the public

The number of LMUs should be limited to the key strategic markets (around 10), but their average yearly budget should be sufficient to justify an effective set of actionsBy the way, their budget would not include the cost of advertising and printing of materials, additionally some of the costs would be covered by partnerships and sponsorships

Additionally, the LMUs will provide regular intelligence reports on the market of reference, will report on the activities of competitors and willcontribute to the updating of the marketing databases of Trade and Media

!



I7. Market researchesDevelopment of a regular and comprehensive system of collection of information on potential and actual tourists to increase the efficiency of marketing activitiesThe informative process will be structured in:

Bi-Annual reports on key strategic markets, to analyse the evolution within each country of motivations, behaviours, trends, perceptions on Greece. Methodology: telephone surveys and interviews with key travel intermediariesAd hoc market researches on emerging market and on specific topics, to define new opportunities and to deepen the knowledge on specific sectors and on particular events (recessions, etc.). Methodology: surveys, analysis of data and interviews with expertsContinuous passenger exit surveys, to deepen the knowledge on Greece’s customers and evaluate the evolution within then year and trough years: profile, destination visited, motivations, behaviour, activities, sources of information, satisfaction on the different elements of the vacation, and their recognized importance. Methodology: customers surveys


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Product based tactics

P2. Sailing parksStructuring of harbours and bays specifically dedicated to sailing boats

Sailing parks will be provided with: sail repairing services; equipment and human resources for sailing courses; accommodation structures “only for sailors”; equipment and ship rentals, etc.

Sailing parks and Nautical bases will be promoted through events held in the main cities (with river and sea ports), where people will be invited on an old timer sailing boats arranged specifically

P1. Nautical basesRestructuring of existing ports and creation of new ones to establish a network of nautical bases, fully equipped and serviced

Each base will provide a wide range of useful services for the sailors, from equipment renting, to night entertainments

The bases will be provided with reservation systems and will be connected in order to allow the clients checking the availability and booking a place in the following days’ bases



P3. Touring circuitsCreation and promotion of new touring itineraries and enrichment of existing ones The itineraries will be developed following one specific theme or mixing complementary themes:

Gastronomy, Archaeology, Religion, Active tours, Horse riding tours, bike tours, Island tours, etc.

The circuits will be created/enhanced through:the design of accurate maps and an efficient road signalisation system in English and Greek, with different colours for the different themes; the signs, numbered, numerous and strategically positioned, will help the tourists in orienteering and easily finding the best and panoramic way to the resources and attractionsthe creation of specific labels for each one of the themes in order to identify the services specifically designed for each theme the development of interactive guiding equipment, software and materials, available to be rented by tourists; through a partnership with a telecommunication sponsor it will be possible the combined use of new technologies (and possibly global localization systems), to provide information and orienteer the customer



P4. Innovative product labelsImplementation of a voluntary classification system for accommodation services, islands, towns, top heritage sites, etc., based on specific qualities/services and identified by distinctive logosThe objective are:

to stimulate the evolution of the supply in order to include specific services and facilities required by specific market nichesto communicate the characteristics of services and areas in a well-structured and organized way, highlighting differentiating elements

Special labels will be developed and designed by the national, regional and local tourism organisations in collaboration with entrepreneurs’ associationsSome possible labels for Greece:

Wellness hotel and resortGreen and countryFamily / Seniors specificScuba and snorkelling areaEnglish / German /Italian friendly…

A label will have effectiveness and will be a distinctive element for the client only if it is really differentiating, therefore to provide a specific label it should be required the existence of a wide range of necessary elements

!



P6. Pre-seasonal packages development One of the first activities of the DMCs (in collaboration with the NTO) will be the conception and structuring of tourist packages aimed at stimulating the appeal of Greece in shoulder seasonsThrough push marketing, the ready-to-be-sold packages will be proposed to Tour Operators facilitating their commercialisation with initial special offers

P5. DMCs developmentCreation of Destination Management Companies that will promote and commercialise tourist services

The DMCs, participated by operators of private and public sectors, will act as agile private entities with the possibility of auto-financing by developing / commercialising own services

The DMCs will be developed at regional level; but the initiative will come from the national tourism organisation through seminars to explain benefits and functions of the DMCs

One of their main function will be the conception and commercialisation of new packages responding to new market trends and to the need of de-seasonalise tourist flows



P8. Dynamic Packaging systemDevelopment of a computing application aimed at facilitating the construction of tourist packages in GreeceThe system will be available in the net and will be managed by the National Marketing Agency through the form of Application service ProviderThe application will help the commercialization of Greek small and medium tourism businesses

P7. 30 sample itineraries for specialty travelConception and contracting with providers for the structuring of itineraries and packages to be proposed exclusively to Special Interest Tour PackagersThe itineraries will be created through the collaboration of different DMCs and the national Marketing AgencyThe specialised itineraries will proposed to different SITPs and their representatives will be invited to test the itinerary; the promotional informative material to publish the itinerary on brochures will be provided by the DMCs



P9. Greece experiences cataloguePublishing of a visually impressive brochure with impacting pictures on all the possible experiences Greece may offerIts function is to stimulate the appeal towards the Country and to encourage the reader in deepening the knowledge by asking and looking for more informationThe brochure will introduce and emotionally involve potential customers through few (but very meaningful) highly impressive images and texts written in a very emotional tone

P10. 303 ideas to enjoy GreecePublishing of a brochure presenting ready-to-be-consumed holiday offers structured by main interest of travel The objective is to show existing possibilities of vacation (by putting into practice the emotions described in the “experiences catalogue”), allowing the reader to figure his future vacationMoreover the catalogue will provide comprehensive information in order to allow the entire planning of the desired vacation in Greece and the contact to book for it



P11. Greece angels 7/24Creation of a centralised call and web centre to assist and provide information on Greek tourismThe centre will provide introductory information to prospects interested in knowing more about Greece, will provide the contacts of specific service required and of travel agencies that have established a partnership with the NTO (Greece specialists) and will manage the delivery of informative materials

The service will be provided with the support of the Local Marketing Units, that will manage the local call centres in the correspondent language

The “angels” will also give a support to the tourists presently in Greece needing for information (restaurants, hotels, roads, translations, etc.) or wishing to complain, with a service open 24 hours at day and 7 days a week

A web / call centre would also work in a direction opposite to the traditional one: it may be used to undertake market researches and telephone / web surveys, as well as promotional calls to loyal clients to propose travel offers

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Sales tactics

S1. e-UlyssesDevelopment of a comprehensive Greek tourism website to Inform potential consumers and travel trade, to reinforce and communicate the Greek identity and positioning, its values and its attributesThe variety of treated matters, the quantity of information and the permanent updating of the contents of the web site are the fundamentals to stimulate a continuing interest by its usersThe information will be structured in order to provide a dynamical management and consultation: allowing to create own packages and tailor made vacations All the private operators linked in the portal should guarantee to allow the reservation (if not directly on line, at least) via an email send through the portalThe portal will have a registered access area where different operators of the trade and final customers will find customised contents and download possibilities


Sales tactics

S2. Buy and Sell GreeceOrganisation of workshops and road shows to facilitate the contact and the commercialisation between Greek tourist operators and selected travel intermediaries

Buy Greece will be an annual workshop will be organised in Greece, inviting the main international travel intermediaries to come to Greece, for a mixed program of familiarisation visits and business meetings with local operatorsSell Greece is a road show: with the support of the Local Marketing Units, the national tourist organisation presents to the trade the Greek tourism offer, in a series of events taking place in the main cities of the strategic markets; some selected Greek operators participate to the event in order to get in contact with possible business partners

S3. Greece Fish BowlOrganisation of product-specific workshops in Greece

The programme will be addressed to special interest packagers and specialised agencies that will be invited to meet Greek operators specialised in their same tourist sector


Sales tactics

S4. Greece specialists networkEstablishment of a network of travel agencies specialised in Greece, its regions, attractions, culture, climate etc.The program has the objective of acquiring permanent distribution partners, controlling the information corresponded, reinforcing the Greek brand knowledgeThe agencies of the network will be chosen according to specific prerequisites and they will be motivated in promoting and selling Greece by a system of bonuses and incentives like free trips, annual rewards, periodical newsletters, etc.

S5. Greece UniversityRealisation of an on-line training course for the specialist travel agents aimed at spreading and deepening the knowledge of Greek products, activities, events and the communication strategy and guidelines etc.The study material will be downloaded from the Greek e-portal or sent by traditional mail; at the end, the participants will carry out a final on-line examination


Sales tactics

S6. Greece satelliteRealisation of the first world live event including a video conference addressed to relevant tourist agents around the world interested in Greece

The conference will be made via satellite TVThe main feeding geo-markets of Greece will be connected: the event will be held in two or three cities of each CountryThe Local Marketing Units will invite the attendees to the event that will take place in a hotel convention centre of a nearby city; typical Greek food will be served and Greek animation with music and dances will introduce the satellite connectionIn some 2 hours, the agents will assist to:

Live speeches from Greek Prime Minister and Tourism MinisterIntroduction to the “Post-Olympic Greece”: investments, developments and improvements in Greek tourismNew tourist offers and servicesLive experiences told from touristsInterventions from the different cities connected


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Communication based tactics

C2. Off-line advertising umbrella/by productsImplementation of an advertising campaign aimed at reinforcing the positioning of the brand Greece and communicating its main attributes and valuesImplementation of a series of campaigns designed to specifically communicate the tourist products of Greece, in the different periods of the yearThe campaigns, held in the main feeding geo-markets, will have the objective of reaching 6 Opportunity To See for the target segments

C1. On-line advertising by products/offersImplementation of an advertising campaign on internet through banners, e-mails and sweepstakes, to promote specific offers and packagesInternet is becoming again a very important medium to of communication, and it could be very effective mainly for specific and concrete offers, that need to be communicated rapidly and to targeted clients



C3. Greek “Big Bang”Implementation of an integrated campaign of advertising on line, off-line on different media and publicityThe characteristic will be the concentration of the exposure in a short period of time that will generate a great effectiveness in terms of impacts / contactsThe themes of the campaign will be concentrated in the communication of the new brand/image and the improvements on tourism structures after the Olympic Games

C4. Press tripsOrganize tours for media representatives to familiarize them with Greece territory and experiences The objective is to stimulate publicity, motivating the publication of articles on Greece with at least a partial control on the information communicatedThe trips will be organised inviting only selected journalists and media, preparing accurately the trip, providing press clipping dossiers and afterwards following up the publication



C5. Only for your eyes Production of a video to familiarise and emotionally involve its audience with Greece and its tourist offerThe video have the objective of increasing awareness of Greece, stimulating the interest and induce purchase of vacations and tourist servicesThe video will be distributed through the specialists network and will be provided only to selected prospects

C6. Wish you to be hereThe programme aims at taking advantage of satisfied tourists staying in Greece and turning them into active recommenders stimulating positive word of mouth Wish you to be here is based on free postcards where tourists will write their name and address (as well as those of their friends) and will agree in be inserted in the database for the future reception of special and promotional offersTourist filling in postcards will be stimulated by the chance of winning a free vacation


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Internal Marketing

IM1. Greece: we like peopleImplementation of extensive, quick and modern training programmes to improve the quality of the services’ processes of the human resources working in tourismAdditionally, education programme will be organised for the local population in order to stimulate hospitality and positive attitudes towards tourists, enhancing the tourists’perception on the Greek welcoming manner

IM2. Greek tourism report and newsPublication of articles and advertising aimed at motivating and show appreciation to the human resources working in tourism and in the related sectorsThe tone of the message will be motivating, showing to people that they are working in a growing and stimulating sector Moreover the articles will be directed to the rest of the population in order to underline the importance of tourism for the Greek economy


Internal Marketing

IM3. Annual tourism congressRealisation of an annual meeting on tourism marketing and the actual situation of the sector in GreeceThe conference programme will include speeches of the main international experts on state-of-the-art marketing tools and interventions of Greek local tourism players to present local successful casesThe Congress will be used also to present to the operators the lines of action for the national promotion for the oncoming year

IM4. Yearly political workshopEach year a meeting with the top representatives of Greek tourism will be held at the end of the yearThe objective of the workshop will be the control of the implementation of the Marketing Plan and the definition of possible correcting activitiesAdditionally the participants will revise general strategies and priorities for the upcoming year


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Greece Marketing Agency

A Greece Marketing Agency, an organisation participated both by the public administration and private players, but operating as a private subject would manage the tourism marketing at National level

Part of its current expenses would be possibly auto-financed by the sell of specific services directly managed: tourist attractions, marketing services (Databases, support in the international communication, ad hoc market researches, etc.), royalties on “Symbols of Greece”, franchising fees on tourist info shops, etc.

The functions of GMA:

Implementation of the Marketing Plan

Definition of the tourism guidelines

Management of the trademark Greece and the integration with the regions/clusters trademarks, products brands and labels

Support and coordination to actions of the RMAs

Provision of information / market researches

Promotion of investments and “Made in Greece” products

Sale of “Originally Greek” products

Initiative on competitiveness programmes


Greece Marketing Agency

The Greece Marketing Agency will work in collaboration with Regional Marketing Agencies, created with the same model of the national one and with local Marketing and Competitiveness clubs created in the Greek destinations

The internal organisation of GMA will have a matrix structure, with the Executive Director organising the work of:

Product managers: responsible for specific areas of the Greek offer (yachting, cruising, incentives…) with yearly objectives in terms of volume of tourists attracted

Functional managers: each one supporting the work of the various product managers

The possible composition of the Board of the Greece Marketing Agency would be:

National GovernmentGreece National Tourism OrganisationChamber of CommerceAssociationsPrivate operatorsRegional Marketing Agencies


Management of the Marketing plan

Executive Director

Greece Marketing Agency Board

Product Manager 1

Product Manager 2

Product Manager 3

Product Manager 4

Product Manager 5

Research

Sales and Distribution

Product tactics

Communication

Cooperation and Sponsoring

Brand management


The internal cooperation

Private operators

Regional Marketing Agencies

Committeeresearch

CommitteeSales

CommitteeProduct

CommitteeCommunication

CommitteeSponsoringCommittee

Brand

MKTG club 2

MKTG club 3

MKTG club…

MKTG club 1

Greece Marketing Agency Board

Executive Director

Product Manager

2

Product Manager

3

Product Manager

…Research

Sales and Distribution

Product tactics

Communication

Cooperation and Sponsoring

Brand management

Product Manager

1

Regional Marketing Agencies and private operators will contribute and collaborate to the operations of the GMA through committees and Marketing clubs that will support the activity of the managers


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Financing the Marketing Plan

The budget foreseen for the identified marketing action is the following:

45.030.00040.050.0004.980.000TOTAL30.00030.000Yearly workshop350.000350.000Greek angels

200.000200.000Annual congress1.420.0001.300.000120.000303 ideas

300.000300.000Tourism report1.350.0001.200.000150.000Experiences Catal.

2.000.0002.000.000We like people400.000400.000Packaging system

Internal marketing200.000200.000Itineraries350.000300.00050.000Wish you to be here60.00060.000Packages

600.000500.000100.000Only for your eyes230.000150.00080.000DMCs

500.000500.000Press Trips230.00030.000200.000Special labels

900.000900.000Big Bang600.000200.000400.000Touring Circuits

18.000.00018.000.000Off line ADV.700.000700.000Nautical Bases

2.000.0002.000.000On line ADV.Product based tacticsCommunication tactics650.000650.000Researches

500.000500.000Satellite9.000.0009.000.000LMUs

160.00010.000150.000University900.000150.000750.000Film Bank

200.000200.000Specialists550.000100.000450.000Photo Bank

300.000300.000Fish bowl450.000100.000350.000DB Clients

600.000600.000Buy / Selling130.00040.00090.000DB Trade

1.050.000400.000650.000e-Ulysses120.00040.00080.000DB Media

Sales tacticsMarketing infrastructure

TOTYearlyFirst yearTOTYearlyFirst year


Financing the Marketing Plan

40.000Following 2 years

125.000Total 2005-07

9.25035.75045.000TOTAL 2005

2.5002.5005.000Sponsors

3.7503.7507.500Other Cooperation

3.0004.5007.500Private sector coops

25.00025.000Government

Soft money(in kind)

Hard money(in cash)

TOTAL(.000 €)

Considering the above described actions, the following is the resulting budget for the national marketing in the next years

Public administration is foreseen to contribute with 56% of the total amount needed, the rest being granted by tourist private operators, co-operators and sponsors


Structure of the Greek promotional budget

It is important to consider that typically, in tourist developed counties, the national budget correspond to 40% of what the Country spend in marketing for the tourism sectorTherefore, for the next 3 years, being 125 m € the foreseen national budget, it can be estimated that in total Greece will spend more than 300 millions Euro for tourism marketing

National budget40%

Private sector

20%Local budget15%

Regionalbudget25%

National budget40%

Private sector

20%Local budget15%

Regionalbudget25%

= 125.000.000 €


GMA will be fully operative in 18 months

Material edition

Brand guidelines

181716151413121110987654321

Marketing Phase 2

Partnerships and coops

Marketing Infrastructure

HHRR contracting

Planning

Creation of GMA

Months

The basic steps for the establishment and the start of the operational activity of the Greece Marketing Agency are indicated and planned as follows

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