“Kalimera” is the slogan for the new advertising campaign of the Ministry of Culture and Tourism, for this year’s tourist season, which will be promoted in markets world wide. In a special event which took place at the Foundation of the Hellenic World, the Deputy Minister of Culture and Tourism, Angela Gerekou emphasised that for this year it was decided to make use of existing material, which was redesigned and a very simple word was added as its motto, the Greek word “Kalimera”, which stands for Good Morning in English.
Special reference must be made to the fact that the creative part of this year’s campaign did not cost anything for the Ministry, a fact which was welcomed by tourism bodies, with the president of SETE (Greek Tourist Enterprises) stressing that for the first time a collaboration between the private sector and political leadership is made in the design of the advertising campaign. The license to use the musical composition “Gioconda’s Smile” was offered by the Manos Hadjidakis’s heir, Mr. G. Hadjidaki, without remuneration.
Mrs. Gerekou, placed emphasis on advertising via the world wide web, making a note that this is where the campaign will mainly focus which will lead to an increase in the presence of Greece on the internet in relation to previous years. As far as the costs for the promotion of the campaign are concerned this year, more than 12 million Euros will be invested.
The campaign will be available through the renewed portal of Hellenic tourism at the web address www.visitgreece.gr. Regarding the debts of the ministry towards foreign media, Mrs. Gerekou stated that payments of over 20 million Euros have already been made on account.
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