© PRC – THR - MRB 2007

Greece's responseAlexandros KourisExecutive Director Designate, PRC Group – The Management House

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Increase Market Share

Expand Brand Image

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© PRC – THR - MRB 2007© PRC – THR - MRB 2007

Amount of experienceExperiences = memorable events becoming stories

Unit of time + moneyThe new Value formula

Creative class experience-seeking travelers

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Greece: a land of unparalleled unknown contrasts

No other European country can offer Greece’s diversity

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© PRC – THR - MRB 2007© PRC – THR - MRB 2007

© PRC – THR - MRB 2007© PRC – THR - MRB 2007

MeetingsLifetime

Experiencesbetween Meetings

WellnessPerfect

Conditions for the Human Condition

TouringContrasting Vistas and

Experiences

Athens & ThessalonikiReal Cities, Real

People, Real Time

LuxuryExclusive Greece

NauticalThe

Quintessential Mediterranean

Sailing Playground

NatureEurope’s

Natural Garden

SeasideSea & Life

CultureCulture 24/7

Greece

“A destination of unparalleled, largely-unknown contrasts, creating an infinite

experience space, in which unheard-of

stories simply unfold”

© PRC – THR - MRB 2007

Λοιπά Υπουργεία

1. New Identity for Destination Greece

Destination Greece

Brand Image Evolution

2. New marketing plan 3. Product innovation

Human resources Financial resources

Ministry of Tourism Development – G.N.T.O.

RegionsPrefectures

MunicipalitiesPrivate Sector

Other Ministries

National resourcesRegional resourcesEuropean resourcesPrivate resources

© PRC – THR - MRB 2007

Marketing GreeceFrom To

Modern marketing

Synergistic programs

Mid-long term plans

Targeting regions/cities

Infinite new experiences

Marketing by sectors

Mass advertising

Individual actions

Year by year decisions

Targeting countries

Sea + Sun stays

One Greece to all people