1 NOW OR NEVER! A NEW MARKETING FOR GREECE Presented by: THR, - - PDF document

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NOW OR NEVER! A NEW MARKETING FOR GREECE

Presented by: THR, International Tourism Consultants In cooperation with: SETE, Association of Greek Tourist Enterprises 12/10/04

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Marketing Plan for Greek tourism after the Olympics

Summary A unique opportunity to capitalize on But it has to be done NOW! Key success ingredients

Exploit the pride of local population Follow-up with the media Develop new products for existing & new markets Mange a “world class” marketing system

To develop a World class MK you must:

Set up an effective cooperation culture Agree on key strategies Manage a very professional operational marketing

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Marketing Plan for Greek tourism after the Olympics

Summary First part Changing the business model of Greek tourism Second part Practical issues for implementation

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Marketing Plan for Greek tourism after the Olympics

Index

Now or never!

• A. Repositioning Greek tourism
• B. Drivers for a Marketing Plan
• C. Marketing in action

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Marketing Plan for Greek tourism after the Olympics

Index

Now or never!

• A. Repositioning Greek tourism
• B. Drivers for a Marketing Plan
• C. Marketing in action

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Marketing Plan for Greek tourism after the Olympics

1,5 billion international tourists in 2020

Source: World Tourism Organisation 2002

International tourist arrivals

Arrivals (Millions) Years

200 400 600 800 1000 1200 1400 1600 1800

1950 1960 1970 1980 1990 2000 2010 2020 Forecasts Actual

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Marketing Plan for Greek tourism after the Olympics

10th destination in terms of tourism receipts

International arrivals (2000)

Source: World Tourism Organisation 2002

7,5 Switzerland 15 7,6 Turkey 14 7,9 Hong Kong (China) 13 8,5 Australia 12 8,5 Mexico 11 9,2 Greece 10 9,9 Austria 9 10,7 Canada 8 16,2 China 7 18,5 Germany 6 19,5 United Kingdom 5 27,5 Italy 4 30,8 France 3 31,5 Spain 2 82,0 United States 1

US$ BILLION COUNTRIES RANK

Tourism receipt (2000)

1,9% Greece 15 1,9% Hong Kong (China) 14 2,2% Hungary 13 2,5% Poland 12 2,6% Austria 11 2,7% Germany 10 2,8% Canada 9 3,0% Mexico 8 3,0% Russian Federation 7 3,6% United Kingdom 6 4,5% China 5 5,9% Italy 4 6,9% Spain 3 7,3% United States 2 10,8% France 1

MARKET SHARE COUNTRIES RANK

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Marketing Plan for Greek tourism after the Olympics

The Olympics: an enormous exposure of Greece, worldwide Facts and figures:

4 billions audience 21.500 media representatives 3.800 hours of broadcasting

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Marketing Plan for Greek tourism after the Olympics

Strong increase of brand awareness

Awareness Esteem Differentiating attributes Relevance of the attributes

Stature Strength

Objective Brand power after the Olympics Brand power before the Olympics

Power

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Marketing Plan for Greek tourism after the Olympics

…but the opportunity is NOW OR NEVER! Greece will not have a similar opportunity for decades

… but the generated awareness will expire in few (2-3) years Greece has to capitalise as soon as possible!

100% 25% Brand Awarness Olympic year 1 2 Years

• 1

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Marketing Plan for Greek tourism after the Olympics

Successful cases provide useful lessons To effectively exploit the momentum it is useful to follow the example of successful cases

Barcelona Sydney

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Marketing Plan for Greek tourism after the Olympics

Ingredients for success 1.Exploit the actual pride and positive attitudes:

Enhance tourism operators performance Improve the HHRR performance Enhance the local population’s perception on tourism

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Marketing Plan for Greek tourism after the Olympics

Ingredients for success 2.Insist in communicating the modernization of Greece

Change stereotyped perceptions on the resources of the Country Shift the perception on tourism sector businesses low performance

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Marketing Plan for Greek tourism after the Olympics

Ingredients for success

• 3. Develop a new marketing

culture

Penetrate new tourist sectors Develop new & innovative products Implement an efficient brand policy Develop a highly performing marketing system

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Marketing Plan for Greek tourism after the Olympics

The problem is in the business model

Targeting Clienting Value system Value production

The clients that are targeted The value that is

• ffered to

clients

Selling price

The way to produce the promised value The way to attract and retain clients

Production cost

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Marketing Plan for Greek tourism after the Olympics

The new business model

Selling price

Targeting Clienting Value system

? ?

Value production

Production cost

? ?

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Marketing Plan for Greek tourism after the Olympics

The new business model

Selling price

Targeting Clienting Value system

Dream society tourism ?

Value production

Production cost

? ?

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Marketing Plan for Greek tourism after the Olympics

Towards the tourism of the Dream Society 50% market + 30% cost

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Marketing Plan for Greek tourism after the Olympics

The Danish hen’s eggs An emotional “story” that talks about:

Ethical keeping of animals, in freedom Rural romanticism The “Old Times”

1 product with an emotional story behind

• COMMODITY

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Marketing Plan for Greek tourism after the Olympics

A sprint through history

EMOTIONAL SOCIETY EXPERIENCES

“DREAMSOCIETY”

ECONOMIC VALUE’s progression SOCIETY’s progression

INFORMATION SOCIETY SERVICES 20 years PRODUCTS INDUSTRIAL SOCIETY 150 years AGRICULTURAL SOCIETY ”COMMODITIES” 100.000 years

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Marketing Plan for Greek tourism after the Olympics

New engines

INFORMATION INFORMATION SOCIETY SOCIETY DREAM DREAM SOCIETY

• SOCIETY

Technology Emotions Rationalism Stories Pragmatism Values Physical comfort Spiritual comfort

Emotional intelligence Rational intelligence

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Marketing Plan for Greek tourism after the Olympics

The Dream Society Tourism

INFORMATION INFORMATION SOCIETY SOCIETY

SERVICES EXPERIENCES & “STORIES”

DREAM DREAM SOCIETY SOCIETY Economic value

EMOTIONAL PYRAMID

Desires

TO VISIT / TO REST GENERAL INTEREST SPECIAL INTEREST

Tourism typology

PERSONALISATION...

Trend

COMODITIZATION

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Marketing Plan for Greek tourism after the Olympics

OUT & IN

Out In Bed sellers Experiences sellers Packages creators The STORY CREATORS The sellers The STORY TELLERS

Operations director STORIES, DREAMS & EXPERIENCES director

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Marketing Plan for Greek tourism after the Olympics

The new tourist sectors of the Dream Society

• 6. The “New Jet Set”

market

• 1. The Adventure

market (S, M, L, XL)

• 7. The “Peace of Mind”

market

• 2. The Sports market
• 8. The Entertainment

market

• 3. The Nature market
• 4. The Wellness market
• 5. The “Good Life”

market

• 9. The Convictions

market 10.The Hyper-Tourism market

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Marketing Plan for Greek tourism after the Olympics

The new business model

Selling price

Targeting Clienting Value system

Dream society tourism Experiences and emotions

Value production

Production cost

? ?

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Marketing Plan for Greek tourism after the Olympics

Competitiveness: high “Value”, low “Efforts”

VALUE EFFORTS

EXPERIENCES

DISCOMFORTS “FEELINGS” INSECURITIES PRICE

=

QUALI TY OF SERVI CES’ PROCESSES

70% 20% 10% Emotional perceptions Rational perceptions Precious spiral Diabolic spiral

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Marketing Plan for Greek tourism after the Olympics

Thagazout by THR

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Marketing Plan for Greek tourism after the Olympics

The Kasbah village

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Marketing Plan for Greek tourism after the Olympics

The enchanted lake part

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Marketing Plan for Greek tourism after the Olympics

Colonial resort by THR

Pueblo Colonial Marina Caribeña Pueblo Caribeño

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Marketing Plan for Greek tourism after the Olympics

Mediterranean resort by THR for Universal Studios

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Marketing Plan for Greek tourism after the Olympics

The new business model

Selling price

Targeting Clienting Value system

Dream society tourism Experiences and emotions

Value production

Production cost

Focus on Special Interest Tour Packagers ?

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Marketing Plan for Greek tourism after the Olympics

Commoditization or personalization?

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Marketing Plan for Greek tourism after the Olympics

Cosmos

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Marketing Plan for Greek tourism after the Olympics

Cosmos

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Marketing Plan for Greek tourism after the Olympics

Backroads

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Marketing Plan for Greek tourism after the Olympics

Backroads

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Marketing Plan for Greek tourism after the Olympics

Backroads

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Marketing Plan for Greek tourism after the Olympics

Special Interest Tour Packagers

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Marketing Plan for Greek tourism after the Olympics

Special Interest Tour Packagers

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Marketing Plan for Greek tourism after the Olympics

Special Interest Tour Packagers

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Marketing Plan for Greek tourism after the Olympics

The most growing sector

Volume

Annual growth Market 1.200.000 16% USA Europe 2.200.000 12%

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Marketing Plan for Greek tourism after the Olympics

2.800 “Special Interest Tour Packagers” They are not ARC (Airline Reporting Corporation) They are not IATA They are not USTOA neither IFTO They are not CRS´s THEY DO NOT PARTICIPATE TO FAIRS, NEITHER PARTICIPATE IN FAM-TOURS AND WORKSHOPS

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Marketing Plan for Greek tourism after the Olympics

They directly sell to repeating customers 32% specialised magazines 30% internet 28% recommendation 10% travel agencies (group travel)

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Marketing Plan for Greek tourism after the Olympics

The new business model

Selling price

Targeting Clienting Value system

Dream society tourism Experiences and emotions

Value production

Production cost

Focus on SITP and DMC´s Manage a world class marketing system

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Marketing Plan for Greek tourism after the Olympics

SITPs need DMCs Build up authentic DMCs!

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Marketing Plan for Greek tourism after the Olympics

Index

Now or never!

• A. Repositioning Greek tourism
• B. Drivers for a Marketing Plan
• C. Marketing in action

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Umbrella Marketing Plan + product plans

Resort vacation Sports Cruises Etc. Touring Yachting

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Marketing Plan for Greek tourism after the Olympics

Umbrella Marketing plan structure

Goals and strategies Marketing in action

Marketing Infra- structure

Management of the Marketing Plan Financing the Marketing Plan

Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Product based tactics Sales tactics Commu- nication based tactics Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Goals of the Marketing Plan

Marketing

More prosperity from tourism

P e n e t r a t e c u r r e n t m a r k e t s To atract better markets

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Special interest Special interest

• Sightseeing touring
• Short breaks
• Green tourism

Very special interest

• Sea and land sports
• Thalassotherapy
• Gastronomy
• Events (culture, sport, etc.)
• Learning and education
• Nature and adventure
• Discovery

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Marketing Plan for Greek tourism after the Olympics

Nautical Vacation

Yachting Cruises

Luxury yachting Standard yachting General interest cruises Specialised and themed cruises

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Marketing Plan for Greek tourism after the Olympics

Resort Vacation Integrated resort Hotel comfort & grand comfort Hotel economy Apartments Villas Campsite Private accommodation

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Marketing Plan for Greek tourism after the Olympics

Meeting and incentives Big congresses Standard congresses Conventions Corporate meetings Incentive travels Sport events

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Marketing Plan for Greek tourism after the Olympics

The portfolio methodology

+DEMAND PROJECTIONS + PROFITABILITY + ACCOMPLISHMENT OF KEY SUCCESS FACTORS + COMPETITIVE SITUATION + ATTRACTIVENESS + COMPETITIVENESS

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Marketing Plan for Greek tourism after the Olympics

Special interest assessment

Learning and education Short breaks Green tourism Sea and land sports Thalassotherapy Nature and adventure Sightseeing touring Gastronomy Events Discovery 6 7 8 7 9 7 7 8 7 8 Demand projections 8 7 6 6 8 6 6 9 5 6 Profitability 7 7 7 6,5 8,5 6,5 6,5 8,5 6 7 Attracti- veness 8 5 3 5 2 8 5 6 4 5 Competitive situation 7 6 2 7 3 6 9 2 6 6 Accomplish- ment of key factors 7,5 5,5 2,5 6 2,5 7 7 4 5 5,5 Competiti- veness

Example

Source: THR estimate

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Marketing Plan for Greek tourism after the Olympics

Portfolio strategy

Strongly Invest Make it Excellent Invest to Improve Competitiveness Invest to Improve Attractiveness Competitiveness Plan Invest Selectively Invest Atractiveness Plan Invest Selectively Manage Growth Control Growth Strongly Manage or Abandon

+ ATTRACTIVENESS + COMPETITIVENESS

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Marketing Plan for Greek tourism after the Olympics

Portfolio strategy Themed cruises Conventions Luxury yachting Learning and education Incentive travel Hotels grand comfort Short breaks Discovery Nature & adventure Sightseeing touring Corporate meetings Standard congresses Integrated resorts

+ ATTRACTIVENESS + COMPETITIVENESS

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Marketing Plan for Greek tourism after the Olympics

Portfolio strategy Green tourism Thalassotherapy Sea and land sports Events General interest cruises Standard yachting Villas Sport tournaments Big congresses

+ ATTRACTIVENESS + COMPETITIVENESS

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Marketing Plan for Greek tourism after the Olympics

Portfolio strategy

+ ATTRACTIVENESS + COMPETITIVENESS

Private accommodation Hotel economy Campsite Apartments

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Main target: Interactive travellers Profile:

Ages: 25-34 and 50-64 (empty nesters) Highly educated Middle-high income High spending potential Frequent travellers Living in medium / big cities

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Marketing Plan for Greek tourism after the Olympics

Interactive travellers

Travelling mainly: to look for new experiences and emotions never experimented to satisfy a special interest to learn to get involved and interact in nice environments with a high level of security in a small group or in couple

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Marketing Plan for Greek tourism after the Olympics

Interactive travellers They:

have an healthy and active life are open-minded and tolerant look for risks and challenges choose destinations with values that they understand and share respect the natural, social and cultural environments

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Marketing Plan for Greek tourism after the Olympics

Interactive travellers They:

are experienced users of all kinds of technologies read much, both at home and when travelling look for detailed info on the travel destination, on internet, guides and recommendations Are the opinion leaders and THE TRENDSETTERS!

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Marketing Plan for Greek tourism after the Olympics

Priority within geo-markets

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Marketing Plan for Greek tourism after the Olympics

Matrix of priority sectors/markets

Sightseeing touring

• Sea and land sports
• Discovery
• Short breaks
• Green tourism
• Thalassotherapy
• Gastronomy
• Events
• Learning and education
• Nature and adventure
• Legend:

Very high priority High priority Medium priority

Great Britain Germany Italy Austria Switzer- land France Benelux Scandi- navia Russia Eastern Countries USA and Canada China / Japan / Korea Other Countries

• Example

Source: THR assessment based on existing documentation

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

The management of the brand Manage a organised, continuous, consistent and proficient brand system.

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Marketing Plan for Greek tourism after the Olympics

The management of the brand The following slogans have been used by Greek tourism since 1990:

Never ending story ’96 That's life ’00-’01 The authentic choice ’97-’99 Makes your heart beat ’95 Beyond words ’02-’03 Your best time yet ’04 Chosen by the gods ’91-’93 Come as a tourist, leave as a friend ’94

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Marketing Plan for Greek tourism after the Olympics

The management of the brand

20 years !

Everithing under the sun ( 8 years) Passion for life (6 years) Spain marks (2 years)

15 years !

The art of living

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Marketing Plan for Greek tourism after the Olympics

Examples of Trademarks, Brands and Labels

Trademarks Brands Labels

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Marketing Plan for Greek tourism after the Olympics

Examples of Trademarks, Brands and Labels

Trademarks Brands Labels

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Marketing Plan for Greek tourism after the Olympics

Examples of Trademarks, Brands and Labels

Trademarks Brands Labels

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Marketing Plan for Greek tourism after the Olympics

Brand system for Greece

Trademarks

Brands Labels

Attractions Islands Towns Product 1 Product 2 Product…

Attica Athens Crete Ionian Island Region α Region β Region …

Greece

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Marketing Plan for Greek tourism after the Olympics

Identity and value proposition (tentative)

Functional benefits

Healthiness Relaxation Food enjoyment Entertainment

Emotional benefits

Panoramic outlook Freedom Exploration Protection

Value proposition

+

Self expression benefits

Cultural enrichment Environmental commitment Familiarity with peculiar traditions

Extended identity

Leisure Safety Small scale Authentic people Unspoilt islands Passion Traditional customs Azure and auburn

Where everything began

Ancient civilization Intense flavours Welcoming efficiency Performing activities Fantasy Harmony Theatre Drama Myth Dialogue Lyrics Rhetoric Ecstasy Logic Democracy Philosophy Gymnasium Agora Labyrinth Dynamism Aesthetics Pathos

Identity

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Competitiveness: high “Value”, low “Efforts”

VALUE EFFORTS

EXPERIENCES

DISCOMFORTS “FEELINGS” INSECURITIES PRICE

=

QUALI TY OF SERVI CES’ PROCESSES

70% 20% 10% Emotional perceptions Rational perceptions Precious spiral Diabolic spiral

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Marketing Plan for Greek tourism after the Olympics

Price strategy intelligence Benchmarking on competitor’s price Information on socio- economic evolutions in origin markets Financial insights on Tour Operators Forecasts on the demand of Greece and its competitors Monitoring of the cost of the 20 top products bought by tourist (extra-hotel)

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Marketing Plan for Greek tourism after the Olympics

Index

Now or never!

• A. Repositioning Greek tourism
• B. Drivers for a Marketing Plan
• C. Marketing in action

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Marketing infrastructure Data base Trade Data base Media Data base Clients Photo bank Film bank

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Marketing Plan for Greek tourism after the Olympics

Marketing infrastructure Local Marketing Units Market researches

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Product based tactics Nautical bases and Sailing Parks Touring circuits Innovative product labels

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Marketing Plan for Greek tourism after the Olympics

Product based tactics Pre-seasonal packages development 30 sample itineraries for specialty travel DMC´s development

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Marketing Plan for Greek tourism after the Olympics

Product based tactics 303 ideas to enjoy Greece Dynamic Packaging System Greek angels 7/24

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Sales tactics e-Ulysses Buy and Sell Greece Fish Bowl

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Marketing Plan for Greek tourism after the Olympics

Sales tactics Greece specialists network Greece University Greece satellite

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Communication based tactics On-line advertising

by products/offers

Off-line advertising

Umbrella By products

Greek “Big Bang”

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Marketing Plan for Greek tourism after the Olympics

Communication based tactics Only for your eyes Wish you to be here Press trips

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Marketing Plan for Greek tourism after the Olympics

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Marketing Plan for Greek tourism after the Olympics

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Marketing Plan for Greek tourism after the Olympics

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Marketing Plan for Greek tourism after the Olympics

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Marketing Plan for Greek tourism after the Olympics

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Internal Marketing Greece: we like people Greek tourism report and news

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Marketing Plan for Greek tourism after the Olympics

Internal Marketing Annual tourism congress Yearly political workshop

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Management of the Marketing plan

Executive Director Greece Marketing Agency Board Product Manager 1 Product Manager 2 Product Manager 3 Product Manager 4 Product Manager 5 Research Sales and Distribution Product tactics Communication Cooperation and Sponsoring Brand management

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Marketing Plan for Greek tourism after the Olympics

The internal cooperation

Regional Marketing Agencies Private

• perators

Committee research Committee Sales Committee Product Committee Communication Committee Sponsoring Committee Brand MKTG club 2 MKTG club 3 MKTG club… MKTG club 1

Greece Marketing Agency Board

Executive Director

Product Manager 2 Product Manager 3 Product Manager …

Research Sales and Distribution Product tactics Communication Cooperation and Sponsoring Brand management

Product Manager 1

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Marketing Plan for Greek tourism after the Olympics

The Board of the Greece Marketing Agency Possible composition

National Government Greece National Tourism Organisation Chamber of Commerce Associations Private operators Regional Marketing Agencies

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Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

Goals and strategies

Management of the Marketing Plan Financing the Marketing Plan

Marketing in action

Marketing Infra- structure Product based tactics Sales tactics Commu- nication based tactics Portfolio strategy Target segments and geo- markets Branding Price and sales strategy Marketing Goals Internal Marketing

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Marketing Plan for Greek tourism after the Olympics

Advertising budget International travel of europeans 2003……………250 mio. Secondary target for greece……………………….. 80 mio. Primary target for greece…………………………… 20 mio. Average cost per effective impact…………………. 1Euro Budget to cover the pimary market……………….. 20 mio Euro

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Marketing Plan for Greek tourism after the Olympics

Financing the Marketing Plan

TOTAL (.000 €) Hard money (in cash) Soft money (in kind) Government 25.000 25.000 Private sector coops 7.500 4.500 3.000 Other Cooperation 7.500 3.750 3.750 Sponsors 5.000 2.500 2.500

TOTAL 2005 45.000

35.750 9.250 Following 2 years 40.000

Total 2005-07 125.000

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Marketing Plan for Greek tourism after the Olympics

Structure of the Greek promotional budget

National budget 40% Private sector 20% Local budget 15% Regional budget 25% = 125.000.000 €

125 mio x 2´5 = 310 mio euro in total for Greece

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