© prc – thr - mrb 2007 greece's response alexandros kouris executive director designate, prc...
TRANSCRIPT
© PRC – THR - MRB 2007
Greece's responseAlexandros KourisExecutive Director Designate, PRC Group – The Management House
© PRC – THR - MRB 2007
Increase Market Share
Expand Brand Image
© PRC – THR - MRB 2007© PRC – THR - MRB 2007
© 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
© PRC – THR - MRB 2007© PRC – THR - MRB 2007
Greece: a land of unparalleled unknown contrasts
No other European country can offer Greece’s diversity
© PRC – THR - MRB 2007© PRC – THR - MRB 2007
© 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