‘Greece DOES have a winter’

With the main message, „Greece does have a winter” and the motto of the successful campaign, „All you want is Greece”, the new dynamic campaign of the Hellenic Ministry of Tourism and GNTO highlights the unique beauty of Greek mainland destinations and the rich experiences that visitors can enjoy at the Greek mainland. The production of the campaign is a courtesy of the Onassis Foundation to the Ministry of Tourism.

This is a campaign focused on the promotion of winter tourism, while highlighting the natural beauty of the country and the tourist activities, which Greece offers during wintertime.

The promotion is based on the values of authenticity, unique identity, tradition and safety which the Greek countryside offers coming along with the gastronomy and the activities by the nature. This is an invitation to meet Greece beyond its islands. Greece of mainland areas (“mainlands”)!

Greece, the favourite tourist destination of millions of visitors, has already proven to be a top choice for summer vacations.
However, it is much more than its summer and this is exactly what this campaign intends to highlight. „Greece does have a winter too”, announces the young woman, protagonist of the film, who has undertaken a hard mission. To acquaint travellers with the Greek winter and the Greek „mainland areas”(“mainlands”). The „continental regions” are many, they differ from each other and all offer a multitude of possibilities and experiences to meet every expectation. Bicycle rides on the snowy slopes, paragliding, rafting, but also delicious traditional dishes in the warmth of a cozy inn, are just some of them!

The 4-month campaign will be updated in real time, depending on the course of the pandemic in the target markets: the United Kingdom, Germany, France, Italy, Spain, Denmark, Sweden, Poland and Israel.

The campaign will be enriched with special creatives for the promotion of the major urban destinations (Athens-Thessaloniki).

The Minister of Tourism Mr. Vassilis Kikilias noted: „For the first time, the declared goal of mitigating the high degree of seasonality and the geographical concentration of visitors, acquires tangible characteristics in the field of promoting the Greek tourism product through the first GNTO campaign for winter tourism. The campaign is coming at a difficult time across Europe because of the new COVID-19 variant, but our goal is to support our winter destinations, which have been greatly affected over the last two years. At the same time, the campaign will have a dynamic character and will follow the latest developments regarding the target markets. I would like to thank the Onassis Foundation for assisting in the effort to promote and help Greek society, through their sponsorship to the Ministry of Tourism for this production, as well as the next ones coming in the near future concerning internal tourism, city break and our big summer campaign. „

The General Secretary of GNTO Dimitris Fragakis pointed out: „The new strategy of GNTO treats all of Greece as a potential tourist destination throughout the year. Following this logic, we start the first concerning the mainland destinations of our country, which have all the specifications to play a leading role in winter tourism. We promote our country beyond the well-known „sea and sun” model in order to strengthen destinations and enterprises that offer unique winter experiences. I would like to thank the Onassis Foundation for its kind contribution, which is crucial to this great effort we are making during these particularly difficult circumstances. In a few weeks we will start our next campaign abroad which will concern city break destinations, further strengthening the image of our country as a winter destination in the markets of interest”.