Lessons Learned from Greece, Love Letters from Athens Campaign

Learning from original digital campaign of Athens tourism and travel industry amidst the lockdown.

Good Stories to Tell : Love Letters from Athens

“Love Letters from Athens” is the original digital campaign of This is Athens and Partners, a consortium of the Municipality of Athens and key stakeholders in the Athens tourism and travel industry, with Marketing Greece as a consultant and coordinator for all projects of This is Athens and Partners.

Athens during lockdown

The “Love Letters form Athens” campaign is aired amidst the lockdown. Through its “digital postcards”, Athens sends its message abroad: “We look forward to seeing you again!”.

As part of the campaign, six short videos has been produced and highlights the city life, Culture, Art, Architecture and History of Athens. The video shots using some of the most famous Athenian landmarks such as the statue of Athena Pallas in front of the building of the Academy of Athens, Odeon of Herodes Atticus, Panathenaic Stadium and Plaka.

The “Love Letters from Athens” campaign mainly runs digitally and is available in English, German and French, targeting potential visitors from Central and Western Europe.

Campaign Name :
Love Letters from Athens

Key Takeaways:

  • Make it simple. The campaign draws inspiration from the love letters that people used to send each other during the challenging periods of history.
  • Athens becomes a person that misses its visitors dearly and sends them postcards and aims at triggering the feelings that the city evokes to its potential visitors and raising travel aspiration.
  • With messages of anticipation and optimism, until we are all able to meet again, the campaign is addressed to Athens’ greatest “lovers”.
  • By raising feelings of nostalgia to its visitors, the campaign builds a more “personal” relationship between them and the city, whilst the latter invites them to come and visit the city, when the time is right.

Video Adverts / Campaign :

Can’t wait to watch the city lights together with you again, Love Letters from Athens video campaign.
Saving you a seat for the day we’ll meet again, Love Letters from Athens video campaign.
Working out for the day we’ll meet again, Love Letters from Athens video campaign.
See you soon, Love Letters from Athens video campaign.
Can’t wait to see you again, Love Letters from Athens video campaign.
Oh it will be so sweet when we meet, Love Letters from Athens video campaign.
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