Marketing Plan Central Macedonia

Marketing Plan
2015-2020
/
/:
(3) 3

: -
, -
, -
1 , - 3 -
- MIS 485417, -
, .
Marketing Plan
/ 2015-2020 2

1 9-99
1.1 9-53
1.1.1 10-13
1.1.2 14-32
1.1.3 33-44
1.1.4 45-53
1.2 A 54-60
1.3 61-67
1.4 Branding & 68-99
Marketing Plan
/ 2015-2020

3

2 100-128
2.1 100-110
2.2 111-120
2.3 Branding & 121-128
3 129-158
3.1 129-139
3.2 140-150
3.3. Branding & 151-158
Marketing Plan
/ 2015-2020

4

4 159-186
4.1 159-169
4.2 170-178
4.3 Branding & 179-186
5 187-212
5.1 187-197
5.2 198-204
5.3 Branding & 205-212
Marketing Plan
/ 2015-2020

5

6 213-268
6.1 213-236
6.2 237-251
6.3 Branding & 252-268
7 269-318
7.1 269-292
7.2 293-301
7.3 Branding & 302-318
Marketing Plan
/ 2015-2020

6

8 319-440
8.1 319-371
8.2 372-440
8.2.1 373-395
8.2.2 396-398
8.2.3 City Break uth 399-421
8.2.4 422-433
8.2.5 434-437
8.2.6 LGBT 438-440
Marketing Plan
/ 2015-2020

7

9 441-501
9.1 441 - 447
9.2 448-459
9.3 460-501
10
Marketing Plan
/ 2015-2020

8
1
Marketing Plan
/ 2015-2020

9

,
.
Marketing Plan
/ 2015-2020

10

() .
13,5% (2011).
2005 2006 2007 2008* 2009* 2010* 2011*
193.050 208.622 223.160 233.198 231.081 222.151 208.532
26.714 28.929 31.257 32.409 31.727 30.063 28.095
% . 13,8% 13,9% 14,0% 13,9% 13,7% 13,5% 13,5%
2005 2006 2007 2008* 2009* 2010* 2011*
17.243 19.205 20.504 21.457 21.051 19.808 18.293
1.826 1.821 2.036 2.009 1.989 1.930 1.868
1.614 1.668 1.882 1.968 1.894 1.886 1.810

1.780 1.892 2.074 2.076 2.030 1.875 1.789
1.574 1.658 1.738 1.796 1.769 1.734 1.679
1.491 1.501 1.647 1.759 1.800 1.729 1.649
1.185 1.184 1.375 1.344 1.196 1.101 1.006
26.714 28.929 31.257 32.409 31.727 30.063 28.095
Marketing Plan
/ 2015-2020

11

, .
2005 2006 2007 2008* 2009* 2010* 2011*

17.403 18.748 19.991 20.846 20.656 19.918 18.747
13.968 15.056 16.197 16.744 16.382 15.569 14.611
15.278 16.929 17.979 18.740 18.361 17.327 16.145
15.023 15.642 16.211 16.598 16.239 15.879 15.200
12.036 11.977 13.021 13.786 14.022 13.423 12.719
11.213 11.566 13.038 13.643 13.162 13.196 12.659
12.470 13.193 14.406 14.409 14.089 13.049 12.427
14.457 14.432 16.736 16.337 14.572 13.452 12.212
9.790 9.793 10.995 10.904 10.869 10.646 10.360
Marketing Plan
/ 2015-2020

12

. 2014

(, ).
E75 (A1) -
E90 (A2)
E86 (2) () -
E79 (A25)
Marketing Plan
/ 2015-2020

13

Marketing Plan
/ 2015-2020

14

58% 2009
64% 2014. , 2009 - 2013 ,
2014.
vs 2009 - 2013
2.500.000

2.400.000
2.200.000
2.000.000
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
2009 2010 2011 2012 2013 2014
Marketing Plan
/ 2015-2020

15

2014 . ,
2009.

2009 2014 2009 2014
2009 1.186.723 2009 854.665
2010 1.131.462 2010 806.364
2011 1.247.651 2011 708.872
2012 1.303.390 2012 674.664
2013 1.347.338 2013 651.996
2014 1.565.974 2014 884.327
Marketing Plan
/ 2015-2020

16

2014, .
.
2009 2010 2011 2012 2013 2014 2014 /13

56.757 58.519 56.941 60.510 52.303 61.555 18%
41.077 45.945 45.931 51.072 48.335 56.578 17%
57.181 69.270 61.757 65.053 69.899 71.789 3%
95.883 77.505 89.975 96.187 85.350 115.738 36%
112.416 106.858 113.792 118.771 134.392 143.974 7%
143.633 118.668 158.309 166.846 176.263 195.855 11%
174.125 166.885 185.273 205.286 201.993 239.147 18%
172.539 161.724 179.949 189.780 191.359 223.675 17%
126.710 121.494 137.973 141.997 155.678 172.315 11%
91.218 88.973 90.597 89.890 98.341 123.240 25%
50.995 53.520 57.632 53.470 61.053 72.092 18%
64.189 62.101 69.522 64.528 72.372 90.016 24%
1.186.723 1.131.462 1.247.651 1.303.390 1.347.338 1.565.974 16%
Marketing Plan
/ 2015-2020

17

, .
. .
290.000 2009
2010
2011
240.000
2012
2013
190.000 2014
140.000
90.000
40.000

Marketing Plan
/ 2015-2020

18

2014 , ,
2013. , .
2009 2010 2011 2012 2013 2014 2014 /13

57.780 75.216 48.950 45.385 45.415 44.910 -1%
57.474 72.611 47.547 46.626 47.701 46.417 -3%
61.959 76.612 54.765 53.669 51.706 50.239 -3%
69.665 69.484 64.201 62.569 50.375 72.980 45%
66.877 61.781 63.376 56.001 54.092 68.829 27%
73.898 61.046 61.544 55.620 53.939 77.740 44%
82.390 74.839 72.089 64.418 62.836 90.881 45%
84.201 77.381 78.012 67.446 65.120 92.230 42%
75.756 67.199 65.519 60.318 61.384 89.878 46%
72.669 60.819 54.185 56.613 57.869 84.964 47%
75.614 53.661 47.437 53.012 49.268 80.315 63%
76.382 55.715 51.247 52.987 52.291 84.944 62%
854.665 806.364 708.872 674.664 651.996 884.327 36%
Marketing Plan
/ 2015-2020

19

E
2009 2013.
100.000
2009
2010
90.000 2011
2012
80.000 2013
2014
70.000
60.000
50.000
40.000

Marketing Plan
/ 2015-2020

20

15
2009 - 2014 ,
5 , , .

2009 2010 2011 2012 2013 2014 2014 / 09
1 506.037 454.727 441.395 444.981 470.119 553.532 9,4%
2 92.545 99.928 137.364 175.197 209.562 191.460 106,9%
3 118.225 119.388 120.763 146.314 132.965 149.115 26,1%
4 115.921 93.268 107.776 100.447 107.773 133.134 14,8%
5 56.782 88.141 129.921 131.134 127.147 124.846 119,9%
6 2.408 1.973 10.517 26.871 39.323 57.190 2275,0%
7 3.833 3.895 19.232 24.252 25.654 48.976 1177,7%
8 50.048 40.356 29.817 27.092 40.340 37.158 -25,8%
9 6.330 3.676 5.535 6.486 8.141 31.474 397,2%
10 29.546 18.546 18.454 7.469 10.207 26.125 -11,6%
11 3.121 3.950 5.744 13.419 18.546 24.819 695,2%
12 59.206 65.243 75.061 64.096 14.208 23.719 -59,9%
13 3.210 9.283 17.900 28.240 50.480 23.167 621,7%
14 6.925 5.219 11.628 15.290 15.360 22.288 221,8%
15 917 1.509 1 269 175 16.590 1709,2%
Marketing Plan
/ 2015-2020

21

: 5
2014 , , 20% 2013,

.
600.000

500.000

400.000
300.000
200.000
100.000
0
2009 2010 2011 2012 2013 2014
Marketing Plan
/ 2015-2020

22

%
2009- 2014, ,
2014 .
%
2014 2009 2010 2011 2012 2013 2014 2009 /14 2009 /14
1 2.408 1.973 10.517 26.871 39.323 57.190 2275,0% 54.782
2 917 1.509 1 269 175 16.590 1709,2% 15.673
3 3.833 3.895 19.232 24.252 25.654 48.976 1177,7% 45.143
4 3.121 3.950 5.744 13.419 18.546 24.819 695,2% 21.698
5 3.210 9.283 17.900 28.240 50.480 23.167 621,7% 19.957
6 6.330 3.676 5.535 6.486 8.141 31.474 397,2% 25.144
7 6.925 5.219 11.628 15.290 15.360 22.288 221,8% 15.363
8 56.782 88.141 129.921 131.134 127.147 124.846 119,9% 68.064
9 92.545 99.928 137.364 175.197 209.562 191.460 106,9% 98.915
10 8.844 10.466 7.109 10.220 8.847 12.487 41,2% 3.643
11 118.225 119.388 120.763 146.314 132.965 149.115 26,1% 30.890
12 115.921 93.268 107.776 100.447 107.773 133.134 14,8% 17.213
13 14.470 13.723 14.672 9.259 5.579 16.372 13,1% 1.902
14 506.037 454.727 441.395 444.981 470.119 553.532 9,4% 47.495
* 10.000 2014
Marketing Plan
/ 2015-2020

23

%
O ( ) .
%
2014 2009 2010 2011 2012 2013 2014 2009/14 2009/14
1 48.611 36.009 17.328 12.950 13.097 13.260 -72,7% -35.351
2 59.206 65.243 75.061 64.096 14.208 23.719 -59,9% -35.487
3 32.222 29.436 34.712 24.533 9.472 13.586 -57,8% -18.636
4 50.048 40.356 29.817 27.092 40.340 37.158 -25,8% -12.890
5 29.546 18.546 18.454 7.469 10.207 26.125 -11,6% -3.421
* 10.000 2014
Marketing Plan
/ 2015-2020

24

:
,
.

18% 22%
20%
16%
18%
14%
16%
12%
14%
10% 12%
8% 10%
8%
6%
6%
4%
4%
2% 2%
0% 0%
2009 2010 2011 2012 2013 2014
Marketing Plan
/ 2015-2020

25

:
,
.

14% 18%
16%
12%
14%
10%
12%
8% 10%
6% 8%
6%
4%
4%
2%
2%
0% 0%
2009 2010 2011 2012 2013 2014
Marketing Plan
/ 2015-2020

26

:
, .

18% 14%
16%
12%
14%
10%
12%
10% 8%
8% 6%
6%
4%
4%
2%
2%
0% 0%
2009 2010 2011 2012 2013 2014
Marketing Plan
/ 2015-2020

27

: 6 15 .
2014
2009 2010 2011 2012 2013 2014
1 MUC, Munich, 108.573 97.051 92.703 91.736 99.736 109.143
2 DUS, Dsseldorf, 87.678 69.300 69.049 63.533 76.709 101.150
3 STR, Stuttgart, 95.523 92.019 77.279 80.600 82.205 83.063
4 PFO, Paphos, 13.288 14.979 5.722 52.253 66.901 77.737
5 DME, Moscow, 48.319 52.391 75.552 79.475 83.407 75.814
6 LCA, Larnaca, 104.937 104.409 115.041 94.061 66.064 71.378
7 FRA, Frankfurt, 66.861 57.351 54.920 57.898 55.823 64.166
8 LGW, London, 75.771 65.652 67.804 59.077 54.578 58.153
9 IST, Istanbul, 1.993 3 10.144 26.296 39.240 57.174
10 CIA, Rome, 4 0 26.206 41.591 48.843 55.759
11 STN, Essex (London), 1.025 1.334 18.129 26.966 29.532 53.168
12 CRL, Charleroi , 15.436 22.633 25.494 47.037
13 SXF, Berlin, 26.155 33.155 37.192 40.173 41.179 44.335
14 VIE, Vienna, 43.286 38.625 29.762 27.089 40.337 37.151
15 CGN, Cologne, 33.222 32.763 32.897 28.779 31.328 35.999
Marketing Plan
/ 2015-2020

28

. Ryanair
.
2014
2009 2010 2011 2012 2013 2014
1 Ryanair 100.915 259.279 294.497 380.161
2 Aegean Airlines 250.878 261.121 277.992 281.368 316.814 337.857
3 easyJet 74.124 100.474 120.764 111.916 86.556 108.609
4 Germanwings 57.890 61.730 59.972 60.548 66.404 97.450
5 Air Berlin 71.332 139.070 122.634 88.663 74.758 80.769
6 Azzurra Air 7.282 17.274 43.019 89.181 129.786 64.996
7 Turkish Airlines 85 10.144 26.293 39.218 57.239
8 Elieuro 45.112
9 VIM Airlines 47.272 47.399 37.309 17.518 37.726 36.077
10 Cyprus Airways 76.644 76.406 68.413 55.548 31.890 35.358
Marketing Plan
/ 2015-2020

29

2013*

*
1.000

: ,
GBR Consulting
Marketing Plan
/ 2015-2020

30

2014*

*
1.000

: ,
GBR Consulting
Marketing Plan
/ 2015-2020

31

2014 .
2014 * 2014 *

AMS Haarlemmermeer, Netherlands REN Orenburg, Russia
WMI Warsaw, Poland DOK Donetsk, Ukraine
PSA Pisa, Italy ARH Arkhangelsk, Russia
ZRH Zrich, Switzerland IEV Kiev, Ukraine
GDN Gdask, Poland KIV Chiinu, Moldova
TSE Astana, Kazakhstan CEK Chelyabinsk, Russia
BCN El Prat de Llobregat (near Barcelona), Spain LTN Luton (near London), England, United Kingdom
BRU Brussels, Belgium BLQ Bologna, Italy
ULY Ulyanovsk, Russia BRN Bern, Switzerland
GME Gomel, Belarus LHR London, England, United Kingdom
ODS Odessa, Ukraine
RTW Saratov, Russia
SGC Surgut, Russia
*
1.000
: , GBR Consulting
Marketing Plan
/ 2015-2020

32

Marketing Plan
/ 2015-2020

33

2005 2009. 2009.
7.000.000 2.000.000
1.900.000
6.500.000
1.800.000
6.000.000
1.700.000
5.500.000 1.600.000
1.500.000
5.000.000
1.400.000
4.500.000
1.300.000
4.000.000 1.200.000
2005 2006 2007 2008 2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

34

, , ,
.

300.000 1.400.000
1.200.000
250.000
1.000.000
200.000
800.000
150.000
600.000
100.000
400.000
50.000
200.000
0 0

2005 2006 2007 2008 2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

35

: 39% 2005 53% 2012.

: 58% 2005 71% 2012.
: 2,4 4,8 .
% %
E .. ..
2012 869.948 998.519 1.868.467 -6,7% 1.972.636 4.772.739 6.745.375 -5,4% 2,3 4,8 3,6
2011 1.052.183 950.758 2.002.941 2,3% 2.501.961 4.631.037 7.132.998 4,8% 2,4 4,9 3,6
2010 1.118.831 839.356 1.958.187 -7,1% 2.720.021 4.084.301 6.804.322 -2,8% 2,4 4,9 3,5
2009 1.216.403 890.648 2.107.051 0,9% 3.017.853 3.979.417 6.997.270 -1,9% 2,5 4,5 3,3
2008 1.154.371 934.763 2.089.134 8,1% 2.784.419 4.349.565 7.133.984 8,9% 2,4 4,7 3,4
2007 1.110.095 821.766 1.931.861 18,8% 2.592.905 3.957.938 6.550.843 17,1% 2,3 4,8 3,4
2006 989.855 636.015 1.625.870 8,6% 2.268.246 3.328.217 5.596.463 15,8% 2,3 5,2 3,4
2005 915.478 581.654 1.497.132 2.048.586 2.782.871 4.831.457 2,2 4,8 3,2
: . .
Marketing Plan
/ 2015-2020

36

2005 2012, ,
, 2009 .

2.200.000 8.000.000
2.000.000
7.000.000
1.800.000
6.000.000
1.600.000
1.400.000 5.000.000
1.200.000
4.000.000
1.000.000
800.000 3.000.000
600.000 2.000.000
400.000
1.000.000
200.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

37

. 4 2% .
2012 2005.

2005 2006 2007 2008 2009 2010 2011 2012 2012 / 05
276.632 298.934 433.756 524.596 496.660 451.534 495.648 523.844 89,4%
215.670 246.273 279.300 282.156 283.425 275.414 336.160 360.304 67,1%
74.776 74.277 88.824 103.928 88.714 94.349 100.751 96.269 28,7%
5.150 5.483 4.904 5.682 4.847 4.661 4.282 4.433 -13,9%
2.489 2.447 2.469 2.484 2.440 2.461 2.580 1.910 -23,3%
2.984 3.107 5.384 5.956 4.882 3.170 3.298 3.406 14,1%
3.953 5.494 7.129 9.961 9.680 7.767 8.039 8.353 111,3%
581.654 636.015 821.766 934.763 890.648 839.356 950.758 998.519 71,7%

2005 2006 2007 2008 2009 2010 2011 2012 2012 / 05
1.969.888 2.442.980 2.986.767 3.265.057 3.007.744 3.110.836 3.495.653 3.589.630 82,2%
483.553 529.360 610.725 608.252 628.473 589.662 746.983 916.847 89,6%
417.023 441.360 513.435 654.616 529.209 590.531 647.948 618.966 48,4%
9.579 12.828 10.389 10.634 8.282 9.721 9.736 9.471 -1,1%
6.998 6.214 6.331 7.860 9.495 7.583 6.706 4.886 -30,2%
6.266 7.250 9.324 10.027 6.971 5.649 5.318 6.352 1,4%
7.570 8.616 13.695 22.080 17.000 13.877 13.315 14.992 98,0%
2.900.877 3.448.608 4.150.666 4.578.526 4.207.174 4.327.859 4.925.659 5.161.144 77,9%
: . .
Marketing Plan
/ 2015-2020

38

: 10
2010 , &
. .
&

2012 179.960 101.724 101.670 80.673 79.619 67.650 39.095 38.325 37.229 30.615
1 2 3 4 5 6 7 8 9 10
2011 140.166 98.635 113.142 78.828 75.445 73.447 39.184 31.034 29.568 33.558
2010 101.418 81.647 120.752 69.087 67.151 73.504 33.698 34.098 19.752 26.038
2009 93.730 60.563 138.193 85.086 83.713 105.518 20.112 30.063 14.691 27.179
2008 116.380 57.444 156.742 94.446 95.029 110.145 13.110 31.129 15.314 23.518
2007 105.820 50.016 143.246 70.580 70.414 81.500 23.470 29.732 14.756 25.688
2006 73.143 35.665 129.911 50.459 32.418 57.284 19.445 23.128 17.380 22.561
2005 56.947 24.772 128.884 37.00 25.918 75.221 15.511 22.747 13.026 22.716
: . .
Marketing Plan
/ 2015-2020

39

: 10
8 ,
. 9 10
, 2012.
&

2012 1.265.534 708.997 647.551 373.153 286.158 335.799 183.256 102.793 60.972 81.024
1 2 3 4 6 5 7 11 15 14
( )
2011 1.011.680 692.073 799.541 376.913 261.387 386.233 180.083 88.614 47.272 85.259
2010 735.478 555.497 847.982 327.590 225.469 377.819 148.269 95.153 34.398 66.966
2009 627.761 394.936 871.243 386.350 264.414 456.170 84.938 84.052 25.066 73.580
2008 759.432 409.429 1.019.054 444.549 282.489 493.057 52.531 91.007 28.481 68.484
2007 718.903 277.402 1.001.265 334.150 191.160 462.479 93.986 84.075 29.262 67.903
2006 570.688 168.136 1.039.995 228.281 92.678 391.772 74.140 67.967 31.592 60.072
2005 385.729 108.274 933.098 172.715 68.006 400.020 59.732 64.645 25.027 57.189
: . .
Marketing Plan
/ 2015-2020

40

: 10
7 . &
4,4 2005 7 2011 2012.
6,9 .
&

2012 7,0 7,0 6,4 4,6 3,6 5,0 4,7 2,7 1,6 2,6
2011 7,2 7,0 7,1 4,8 3,5 5,3 4,6 2,9 1,6 2,5
2010 7,3 6,8 7,0 4,7 3,4 5,1 4,4 2,8 1,7 2,6
2009 6,7 6,5 6,3 4,5 3,2 4,3 4,2 2,8 1,7 2,7
2008 6,5 7,1 6,5 4,7 3,0 4,5 4,0 2,9 1,9 2,9
2007 6,8 5,5 7,0 4,7 2,7 5,7 4,0 2,8 2,0 2,6
2006 7,8 4,7 8,0 4,5 2,9 6,8 3,8 2,9 1,8 2,7
2005 6,8 4,4 7,2 4,7 2,6 5,3 3,9 2,8 1,9 2,5
: . .
Marketing Plan
/ 2015-2020

41

2005 2012, 2009, .

2009.

200.000 1.500.000
150.000
1.000.000
100.000
500.000
50.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
&

: . .
Marketing Plan
/ 2015-2020

42

2013
, .
/ %
1.907.633 238.237 121.676 0 2.267.546 11%
1.315.672 29.093 8.136 0 1.352.901 2%
395967,4 0 3.040 0 399.008 0%
1.821.711 2.597 22.025 0 1.846.333 0%
703.815 7.793 252.707 0 964.314 1%
34.843 738.937 57.333 0 831.113 89%
334.671 0 9.883 0 344.553 0%
26.470 748.195 4.101 0 778.765 96%
13.275 587.726 90.873 0 691.874 85%
110.942 136.471 31.461 0 278.873 49%
- - - - - -
460.422 633 5.465 0 466.520 0%
212.466 0 0 0 212.466 0%
Marketing Plan
/ 2015-2020

43

(, , , ),
.

&

Marketing Plan
/ 2015-2020

44

Marketing Plan
/ 2015-2020

45

.
77% .
1.300

1.200

1.100
1.000
900

800

700
600
500
400
300
200
100
0
2005 2006 2007 2008 2009 2010 2011 2012 2013
Marketing Plan
/ 2015-2020

46

.
.
50.000

45.000

40.000

35.000

30.000

25.000
20.000
15.000
10.000
5.000
0
2005 2006 2007 2008 2009 2010 2011 2012 2013
Marketing Plan
/ 2015-2020

47

(22 5* 39 4*).
, , 5*.
5* 4* 3* 2* 1*
2005 2013 2005 2013 2005 2013 2005 2013 2005 2013 2005 2013
10 22 38 39 85 85 192 177 200 188 525 511
9 13 15 20 28 39 32 30 41 36 125 138
3 6 13 31 47 143 139 184 186 364 388
3 3 10 21 13 9 1 27 33
1 1 2 8 6 5 4 4 13 18
2 6 9 34 23 15 11 8 45 63
1 5 8 20 9 7 4 2 22 34
19 38 66 87 173 254 418 382 445 424 1.121 1.185
% 100% 32% 47% -9% -5% 6%
Marketing Plan
/ 2015-2020

48

2* 3* 2013. 2013 2005,

, 5* (+ 135% 3.750
) 3* ( 700 ). , 4*
1.150 .
5* 4* 3* 2* 1*
2005 2013 2005 2013 2005 2013 2005 2013 2005 2013 2005 2013
1.516 4.247 6.487 4.658 5.665 4.726 5.511 4.967 3.965 3.985 23.144 22.583
1.257 1.870 1.526 1.591 1.922 2.328 1.300 1.079 873 797 6.878 7.665
403 840 1.064 1.216 1.460 3.489 3.602 3.453 3.680 8.998 10.209
63 77 278 462 271 235 12 624 774
50 50 81 207 125 102 44 55 300 414
64 161 221 764 380 267 169 148 834 1.340
9 283 295 492 310 167 82 95 696 1.037
2.773 6.520 9.039 7.884 9.678 10.439 11.386 10.419 8.598 8.760 41.474 44.022
% 135% -13% 8% -8% 2% 6%
Marketing Plan
/ 2015-2020

49

, , 5*, 4* 3*.
3* 4*, 2013 2005.
5* 4* 3* 2* 1* ..
2005 2013 2005 2013 2005 2013 2005 2013 2005 2013 2005 2013
152 193 171 119 67 56 29 28 20 21 44 44
140 144 102 80 69 60 41 36 21 22 55 56
134 140 82 39 31 24 26 19 20 25 26
21 26 28 22 21 26 12 23 23
50 50 41 26 21 20 11 14 23 23
32 27 25 22 17 18 15 19 19 21
9 57 37 25 34 24 21 48 32 31
.. 146 172 137 91 56 41 27 27 19 21 37 37
% 18% -34% -27% 0% 7% 0%
Marketing Plan
/ 2015-2020

50

(rooms-to-let)
, 3.526
1.185 . 1 2 .
2013
4 3 2 1
31 556 787 608 1.982
7 85 163 142 397
6 170 304 547 1.027
9 5 1 15
1 1 1 3
8 51 31 1 91
1 9 1 11
63 877 1.288 1.298 3.526
Marketing Plan
/ 2015-2020

51

(rooms-to-let)
25.000 44.000 .
2013
4 3 2 1
237 3.801 5.188 3.572 12.798
73 857 1.424 900 3.254
49 1.738 2.575 3.922 8.284
70 31 10 111
8 7 6 21
52 318 162 3 535
8 62 4 74
497 6.814 9.369 8.397 25.077
2013
4 3 2 1 M.O.
7,6 6,8 6,6 5,9 6,5
10,4 10,1 8,7 6,3 8,2
8,2 10,2 8,5 7,2 8,1
7,8 6,2 10,0 7,4
8,0 7,0 6,0 7,0
6,5 6,2 5,2 3,0 5,9
8,0 6,9 4,0 6,7
7,9 7,8 7,3 6,5 7,1
:
Marketing Plan
/ 2015-2020

52

2013 83 , ,
. *
.
50 4.632 16.420
2 740 2.265
35 2.925 10.280
87 8.297 28.965
*:
Marketing Plan
/ 2015-2020

53

Marketing Plan
/ 2015-2020

54
City Break & MICE
Bo
City Break & ,

.
(MICE) , 2013
106 .
2,9 . 65,3%
. 2013 6,9 .
2,4 .
2009 2010 2011 2012 2013

1.972 2.167 2.398 2.692 2.867
4.815 5.216 5.689 6.523 6.913
2,4 2,4 2,4 2,4 2,4

61,1% 62,6% 62,7% 64,6% 65,3%
52,2% 54,3% 54,6% 57,3% 57,7%
Marketing Plan
/ 2015-2020

55
City Break & MICE
Bo
, , .
(+124) 2013 132.000 ,

2009 59.000.
10 , , (+171%),
(+167%), (+97%), (+90%) (+86%).
50.000 2013.

10 2009 2010 2011 2012 2013 2013/09
211.768 220.278 234.707 252.324 241.929 14,2%
168.224 178.226 193.722 214.901 241.438 43,5%
124.408 147.922 160.710 160.476 191.381 53,8%
128.322 134.894 154.499 186.743 190.190 48,2%
58.940 72.374 86.906 108.470 131.858 123,7%
108.586 106.405 122.260 117.736 121.689 12,1%
105.973 98.987 123.995 133.309 119.033 12,3%
63.238 70.397 81.758 93.017 95.128 50,4%
77.569 72.804 85.584 92.609 91.094 17,4%
90.551 91.516 89.831 95.567 90.939 0,4%
Marketing Plan
/ 2015-2020

56
City Break & MICE
B
City Break (MICE).

ICCA (2013) 52 . City Break
, , (shopping), ,
.
2013 , -
, .
, .
1990 2000 2010 2012 2013

426.109 88.477 395.408 471.299 536.937
704.126 213.886 809.822 937.853 1.036.275
1,7 2,4 2,0 2,0 1,9
: Statistical Yearbook of Belgrade 2013
Marketing Plan
/ 2015-2020

57
City Break & MICE
B
2013, (,
, , & , , ), ,
3, 6 7 .
, , , .

10 1990 2000 2010 2012 2013
- - 36.695 40.462 40.572
- 2.363 44.469 40.178 39.892
57.119 3.906 25.473 32.060 35.040
- 923 28.994 12.918 32.077
& - 14.432 24.811 24.616 27.607
96.634 5.387 13.064 18.473 24.320
34.345 5.857 22.531 24.572 24.017
15.549 706 4.561 13.924 23.934
13.597 5.740 15.936 29.376 22.831
4.468 4.473 13.997 17.371 21.817
: Statistical Yearbook of Belgrade 2013
Marketing Plan
/ 2015-2020

58
Sun and Beach

,

.
,

.
:
.
,
, , , , ,
, , , , ,
.
Marketing Plan
/ 2015-2020

59
Sun and Beach

2013 27% 2009 (16,2 12,8

. ). 2013 .
2009 2010 2011 2012 2013 2013 / 09

8.260.399 9.246.814 10.464.425 10.298.769 11.120.730 34,6%
615.102 529.722 689.131 592.637 587.253 -4,5%
1.056.792 1.155.830 1.370.018 1.368.251 1.398.459 32,3%
2.820.298 2.973.886 3.076.508 2.986.629 3.062.689 8,6%
12.752.591 13.906.252 15.600.082 15.246.286 16.169.131 26,8%

10 2013 OYNTIN
3 335 858 92 33 758 229 985 3 599 693
2 831 583 1 710 350 959 205 110 3 389 362
444 376 455 114 192 1 331 522 1 890 545
547 220 289 81 770 274 369 903 648
379 731 125 12 791 103 258 495 905
221 751 592 125 161 131 940 479 444
268 454 131 66 410 120 134 455 129
385 319 86 4 530 53 293 443 228
301 506 44 12 215 28 860 342 625
207 093 51 26 733 99 703 333 580
Marketing Plan
/ 2015-2020

60

Marketing Plan
/ 2015-2020

61

. ,
. , ,
, .
,
, . .

, .

, ,
,

( ) .
Marketing Plan
/ 2015-2020

62

To
, N
& City / CE Yachting

Break
& :
:

City Break (, )
/ &
MICE
E
&

/
Seafront
: McKinsey
Marketing Plan
/ 2015-2020

63

- , -
/ .
() City Break ().
, ().
& City Break MICE

& /

:

: K ,

: , , ,

33 ,

550
:
- .

: -
,
& (,
77 , ,
)

,
-

/ City
Break
Marketing Plan
/ 2015-2020

64

CE
- .. , , ,
, - ,
.

,

,
. MICE
Marketing Plan
/ 2015-2020

65

achting 2 : Sani resort 215

26 Porto Carras 355
55 .
, 90 . 51
.
.
I
9 , 4 1
19 , -
. , , ,
, .
(,
, ), ( ,
) .
Marketing Plan
/ 2015-2020

66

, ,
,

,
( , / ).

.
Marketing Plan
/ 2015-2020

67

Marketing Plan
/ 2015-2020

68

/ . ,
, . :
10.000 Google Search ,

.
, , .
Facebook 250K - 300K
49% 51% .
60% 18-34.
To 75% : , , , , , .
Marketing Plan
/ 2015-2020

69

; 2004 2015 |
04 05 06 07 08 09 10 11 12 13 14 15
.
,
, .
Marketing Plan
/ 2015-2020

70

2004 17%
2005
2014 2013 12%
; 2004 2015 |
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

2004-2014. ,
,
.
Marketing Plan
/ 2015-2020

71

; |

. ,
,
.
Marketing Plan
/ 2015-2020

72

3.500.000 Facebook

55% 45%
18-24 25-34 35-44
45-54 55-64 65+
Marketing Plan
/ 2015-2020

73

; 2004 2015 |
04 05 06 07 08 09 10 11 12 13 14 15
.
,
,
.
Marketing Plan
/ 2015-2020

74

2004 15%
2009
2014 2013 9%
; 2004 2015 |
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

2004-2014. ,
,
.
Marketing Plan
/ 2015-2020

75

T , ,
; |

. ,
,
.
Marketing Plan
/ 2015-2020

76

900.000 Facebook

55% 45%
18-24 25-34 35-44
45-54 55-64 65+ .
Marketing Plan
/ 2015-2020

77

; 2004 2015 |
04 05 06 07 08 09 10 11 12 13 14 15

2004-2014. ,
,
.
Marketing Plan
/ 2015-2020

78

2010 12%
2006
2014 2013 6%
; 2004 2015 |
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

2004-2014. ,
,
.
Marketing Plan
/ 2015-2020

79

; |

. ,
,
.
Marketing Plan
/ 2015-2020

80

1.500.000 Facebook

46% 54%
18-24 25-34 35-44
45-54 55-64 65+
Marketing Plan
/ 2015-2020

81
Brand

brand ,
(
, ).
Marketing Plan
/ 2015-2020

82
Brand

,
, , :
Wine routes in Central Macedonia
Cultural treasures of Central Macedonia
Majestic nature of Central Macedonia
Marketing Plan
/ 2015-2020

83
brand

Marketing Plan
/ 2015-2020

84

,
, .
.
MACEDONIA VERY.
MACEDONIA
.
REGION OF CENTRAL MACEDONIA REGION OF CENTRAL MACEDONIA
Greece.
, . GREECE
Marketing Plan
/ 2015-2020

85

Marketing Plan
/ 2015-2020

86

brand

Marketing Plan
/ 2015-2020

87

THE VERY BEST OF CENTRAL MACEDONIA, .
(IMATHIA, OLYMPUS, HALKIDIKI ) (wellness, culture, ).
concept .
Story title, .
To Body copy, .
.
, Master Brand Greece Regional Brand.
Marketing Plan
/ 2015-2020

88

BA
THE VERY BEST OF CENTRAL MACEDONIA STORY TITLE
DESTINATION OR THEME BODY COPY
CONCEPT
Picture
Marketing Plan
/ 2015-2020

89

Marketing Plan
/ 2015-2020

90
THE VERY BEST OF CENTRAL MACEDONIA THE VERY BEST OF CENTRAL MACEDONIA
EXOTIC SEA, AJESTIC

SUN & SAND NATURE
THE VERY BEST OF CENTRAL MACEDONIA
FABLED THE VERY BEST OF CENTRAL MACEDONIA
CULTURAL SPIRITUAL
TREASURES TIME TRAVEL
THE VERY BEST OF CENTRAL MACEDONIA THE VERY BEST OF CENTRAL MACEDONIA
BUSINESS EXHILARATING
& PLEASURE ACTIVITIES
DELICIOUS THE VERY BEST OF CENTRAL MACEDONIA
REJUVENATING
FLAVOURS
AJESTIC
NATURE
EXOTIC SEA,
SUN & SAND
FABLED CULTURAL
TREASURES
SPIRITUAL
TIME TRAVEL
BUSINESS
& PLEASURE
EXHILARATING
ACTIVITIES
DELICIOUS
FLAVOURS
REJUVENATING
2
Marketing Plan
/ 2015-2020

100

, 2008,
.
120.000 65.000
115.000
60.000
110.000
55.000
105.000
100.000
50.000
95.000
45.000
90.000
85.000 40.000
2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

101

3*.

70.000 140.000
60.000 120.000
50.000 100.000
40.000 80.000
30.000 60.000
20.000 40.000
10.000 20.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

102

.

6.500 14.000
13.000
6.000
12.000
5.500
11.000
5.000
10.000
4.500
9.000
4.000
8.000
3.500
7.000
3.000
6.000
2.500 5.000
2.000 4.000

2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

103

90% .

70.000 140.000
60.000 120.000
50.000 100.000
40.000 80.000
30.000 60.000
20.000 40.000
10.000 20.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

104

: 10
, , .
&

: .
Marketing Plan
/ 2015-2020

105

: 10
, 9 10 :
4,3 , 2,3 .
&

( )
: .
Marketing Plan
/ 2015-2020

106

: 10
8 2005 - 2012 2 .
.
&

: .
Marketing Plan
/ 2015-2020

107

33 2* - 4*. 3* (21 ),
2* (9 ) 4* (3 ). 3* 2005 - 2013,
10 21.
, : 33,
2005-2013 2013
25
3
20 9
21
15
10
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1* 4* 3* 2*
Marketing Plan
/ 2015-2020

108

3* .
, : 33,
2005-2013 2013
500
450 77
400 235
350
462
300
250
200
150
100
50
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1* 4* 3* 2*
Marketing Plan
/ 2015-2020

109

2012, 26 2* 4*, 3*
22 4. 2*
2010.
30
28
26
24
22
20
18
16
14
12
10
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

110

Marketing Plan
/ 2015-2020

111
Mo
&
,
.
(1976-1980)
,
,

.
Marketing Plan
/ 2015-2020

112
Mo

-
10 1960.
2 .. .,
.

.
"" (
).
Marketing Plan
/ 2015-2020

113
Mo
3-5
3-5
1.430-2.005 . 17
. .

(, , -
, ).
Marketing Plan
/ 2015-2020

114
Mo

, 1934,

. 1.530 . 24
, 20 ,
95 74
.
,

.

,
, ,

. ()
. 4.
Marketing Plan
/ 2015-2020

115

: 20
, UNESCO.
: .
: ,
.
Marketing Plan
/ 2015-2020

116

,
( 3-5 ).
,
.
,
( 4)
, , , .
Marketing Plan
/ 2015-2020

117

,
.
Mo .
( , ,
- , ).
, .
Marketing Plan
/ 2015-2020 118

branding .
, .
Marketing Plan
/ 2015-2020 119

, ,
Nature & Gastronomy

Culture
Activities & Wine
Vergina: Ski at Naoussa:

The Royal 3-5 Pigadia the city of wine
Tombs and Seli
and the
Ancient City
Marketing Plan
/ 2015-2020

120
Branding &
Marketing Plan
/ 2015-2020

121

Brand positioning:
The Land of Alexander the Great:
where history and nature meet
:
(+)

() (+)

(-)
Marketing Plan
/ 2015-2020

122

Brand essence
H
,

, :
, status,

Marketing Plan
/ 2015-2020

123

Brand Unique Value Proposition
Marketing Plan
/ 2015-2020

124
IMATHIA
TREASURED
LAND OF
ALEXANDER
Tales of Glory and Adventure
IMATHIA
TREASURED
LAND OF
ALEXANDER
IMATHIA The land of Alexander the Great guides you to a
TREASURED
treasure trove of history, nature and gastronomy
LAND OF
ALEXANDER
IMATHIA The land of Alexander the Great guides you to a
TREASURED
treasure trove of history, nature and gastronomy
LAND OF
.
,
,
ALEXANDER
: ,

, .
.

. , 3-5
, : ,
, ,
.
;
3
Marketing Plan
/ 2015-2020

129

2005 2009.
83% 60%. 2010 2011.
2012 2008.
160.000 85.000
80.000
150.000
75.000
140.000
70.000
130.000 65.000
120.000 60.000
55.000
110.000
50.000
100.000
45.000
90.000 40.000
2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

130

,
. .

9.000 18.000
8.000 16.000
7.000 14.000
6.000 12.000
5.000 10.000
4.000 8.000
3.000 6.000
2.000 4.000
1.000 2.000
0 0

2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

131

3* 4*.

90.000 180.000
80.000 160.000
70.000 140.000
60.000 120.000
50.000 100.000
40.000 80.000
30.000 60.000
20.000 40.000
10.000 20.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
5* 4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

132

89% .
2005 2012 2 . 2008.

100.000 140.000
90.000 120.000
80.000 100.000
70.000
100.000
60.000
80.000
50.000
60.000
40.000
40.000
30.000
20.000
20.000
10.000 20.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

133

: 10
. A ,
.
: .
Marketing Plan
/ 2015-2020

134

: 10
7 ,
10 .

( )
: .
Marketing Plan
/ 2015-2020

135

: 10
: .
Marketing Plan
/ 2015-2020

136

22 2005 34 2013.
20 34 3*. 5* .
, : 34,
2005-2013 2013
25
2
5
20 7
20
15
10
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
Marketing Plan
/ 2015-2020

137

3* 2008,
, 4*.
, : 1.037,
2005-2013 2013
600
95
283
500
167
400
300
200
100 492
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
Marketing Plan
/ 2015-2020

138

4* ,
. 1* , .
,
2005 - 2013
60
50
40
30
20
10
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

139

Marketing Plan
/ 2015-2020

140
Mo
&

.
. 1950 1970
.
2012 -
2014,

-
. -

.
497
20 ,

. ,
, . -
,

.
Marketing Plan
/ 2015-2020

141
Mo

, 1995.

. :
)
) (
).
) .
)
) .
Marketing Plan
/ 2015-2020

142
Mo
&
1932 -
.

. 10 -
( Ramsar)
2000.
Marketing Plan
/ 2015-2020

143
Mo

,
"" .
, ,
(), .
(10-30.) -
(15 -17 C)
. -
2 100 !
Marketing Plan
/ 2015-2020

144
Mo

A M, ,
1600. , -
E O (EO) . A
(27) .
,
.
1000. 60. -
, 850.
Marketing Plan
/ 2015-2020

145

A
,

.
Marketing Plan
/ 2015-2020

146

&
K ,
, .
, .
: , , ,
, .
.
Marketing Plan
/ 2015-2020

147

(, ..).
: , , .
Marketing Plan
/ 2015-2020

148

:
, .
Marketing Plan
/ 2015-2020

149

, ,

Nature & Gastronomy

Culture
Activities & Wine
Amphipolis: The magic of A gastronomic

Ancient wonders Lake Kerkini paradise
revealed
Marketing Plan
/ 2015-2020

150
Branding &
Marketing Plan
/ 2015-2020

151

Brand positioning:
Archaeological finds of the Amphipolis
tomb coupled with Serres natural
wonders and delicious cuisine

(+)

() (+)

(-)
Marketing Plan
/ 2015-2020

152

Brand Essence
Marketing Plan
/ 2015-2020

153

,

.

.
Marketing Plan
/ 2015-2020

154
SERRES
BEAUTY
UNEARTHED
The secret of Amphipolis and
SERRES a kaleidoscope of pleasures
BEAUTY
UNEARTHED
BEAUTY
UNEARTHED
and the awe-inspiring discoveries of Amphipolis
BEAUTY and the awe-inspiring discoveries of Amphipolis
UNEARTHED , .
, :
,
, ,
.
,

. ,
. ,
,
.
,
,
.
:
,
,
.
4
Marketing Plan
/ 2015-2020

159

2006 2009
48% 59% . 2009 , 2011.
& , 2005 - 2012

100.000 55.000
95.000
90.000 50.000
85.000
80.000 45.000
75.000
70.000 40.000
65.000
60.000 35.000
55.000
50.000 30.000
2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

160

. O ,
.

6.000 14.000
5.000 12.000
10.000
4.000
8.000
3.000
6.000
2.000
4.000
1.000
2.000
0 0

2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

161

3* 2007 2012.

50.000 100.000
45.000 90.000
40.000 80.000
35.000 70.000
30.000 60.000
25.000 50.000
20.000 40.000
15.000 30.000
10.000 20.000
5.000 10.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

162

92% .
2005 -2012 1,9 . .

60.000 120.000
50.000 100.000
40.000 80.000
30.000 60.000
20.000 40.000
10.000 20.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

163

: 10
, , .

2012 522 468 322 250 193 163 144 142 136 123
1 2 3 4 5 6 7 8 9 10
2011 668 267 256 184 205 133 131 137 117 173
2010 620 315 268 192 246 148 157 125 104 98
2009 2.270 430 216 189 266 81 143 117 80 116
2008 2.363 338 367 216 272 114 128 124 177 210
2007 1.941 366 349 133 324 97 160 131 135 267
2006 36 160 410 320 348 52 58 147 119 150
2005 24 148 296 197 406 54 41 118 192 167
: .
Marketing Plan
/ 2015-2020

164

: 10
3 . 10
202 2012 3 .

2012 884 871 615 329 395 484 487 211 198 204
1 2 3 7 6 5 4 8 11 9
( )
2011 784 379 541 300 351 391 372 185 163 219
2010 869 520 590 331 445 482 386 199 156 157
2009 2.337 518 471 257 439 172 455 176 113 212
2008 2.414 403 1.217 440 619 266 245 322 357 411
2007 1.966 547 998 370 778 256 255 203 236 360
2006 130 496 1.305 458 940 104 106 240 153 234
2005 139 230 679 411 1.007 89 92 186 281 209
: .
Marketing Plan
/ 2015-2020

165

: 10
, , .

2012 1,7 1,9 1,9 1,3 2,0 3,0 3,4 1,5 1,5 1,7
2011 1,2 1,4 2,1 1,6 1,7 2,9 2,8 1,4 1,4 1,3
2010 1,4 1,7 2,2 1,7 1,8 3,3 2,5 1,6 1,5 1,6
2009 1,0 1,2 2,2 1,4 1,7 2,1 3,2 1,5 1,4 1,8
2008 1,0 1,2 3,3 2,0 2,3 2,3 1,9 2,6 2,0 2,0
2007 1,0 1,5 2,9 2,8 2,4 2,6 1,6 1,5 1,7 1,3
2006 3,6 3,1 3,2 1,4 2,7 2,0 1,8 1,6 1,3 1,6
2005 5,8 1,6 2,3 2,1 2,5 1,6 2,2 1,6 1,5 1,3
: .
Marketing Plan
/ 2015-2020

166

45 2005 63 2013.
3*, 9 2005 34 2013. 1* 2*.
, : 63,
2005-2013 2013
35
8 6
30
15
25
34
20
15
10
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
Marketing Plan
/ 2015-2020

167

2005 2013 3* 4* .
3*, 57% .
, : 1.340
2005 - 2013 2013
800
148 161
700
600 267
764
500
400
300
200
100
0
05 06 07 08 09 10 11 12 13
4* 3* 2* 1*
Marketing Plan
/ 2015-2020

168

4* 3*.
,
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60
50
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/ 2015-2020

169

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170

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171
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/ 2015-2020

172
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/ 2015-2020

173
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176

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/ 2015-2020

177

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Culture Wellness
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Macedonia & hermal Baths mountains and
Traditional Villages the highest ski
resort in Greece
Marketing Plan
/ 2015-2020

178
Branding &
Marketing Plan
/ 2015-2020

179

Brand positioning:
Alpine beauty & inner balance
in northernmost Greece

/ well being (+)

() (+)

(-)
Marketing Plan
/ 2015-2020

180

Brand Essence
Marketing Plan
/ 2015-2020

181


-
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.
Marketing Plan
/ 2015-2020

182
PELLA
GREEK ALPINE
FAIRYLAND
Discover the key to true wellbeing
PELLA
GREEK ALPINE
FAIRYLAND
PELLA Alpine beauty, virgin natural landscapes and rich
cultural traditions
GREEK ALPINE
FAIRYLAND
PELLA Alpine beauty, virgin natural landscapes and rich
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/ 2015-2020

187

2009, 2008 ,
. 2010 2011 . 2012
.
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35.000 13.000
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30.000
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Marketing Plan
/ 2015-2020

188

,
.

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Marketing Plan
/ 2015-2020

189

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4.000
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Marketing Plan
/ 2015-2020

190

2012 83% 78% .

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: . .
Marketing Plan
/ 2015-2020

191

: 10
, &
. .
&

2012 240 202 164 145 131 80 76 76 74 66
1 2 3 4 5 6 7 8 9 10
2011 271 133 175 258 208 179 106 76 124 127
2010 277 221 183 130 246 40 62 107 122 243
2009 354 212 100 155 251 66 46 115 159 136
2008 310 131 124 155 212 24 111 181 118 163
2007 282 109 106 192 229 60 69 225 170 181
2006 291 251 61 73 200 11 36 205 179 197
2005 328 370 103 105 222 28 38 103 134 88
: . .
Marketing Plan
/ 2015-2020

192

: 10
3 9, .
&

2012 674 260 271 234 600 246 200 186 184 270
1 6 4 8 2 7 10 11 12 5
( )
2011 876 309 251 453 789 477 189 139 213 392
2010 1.041 434 292 207 1.090 71 107 243 436 1.496
2009 2.150 640 166 249 1.961 142 163 199 285 1.157
2008 1.112 374 205 369 1.110 73 443 241 275 498
2007 936 332 219 299 736 95 275 343 378 552
2006 640 393 70 158 737 18 126 269 358 453
2005 945 523 324 307 1.013 70 115 147 247 391
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Marketing Plan
/ 2015-2020

193

: 10
8 .
&

2012 2,8 1,3 1,7 1,6 4,6 3,1 2,6 2,4 2,5 4,1
2011 3,2 2,3 1,4 1,8 3,8 2,7 1,8 1,8 1,7 3,1
2010 3,8 2,0 1,6 1,6 4,4 1,8 1,7 2,3 3,6 6,2
2009 6,1 3,0 1,7 1,6 7,8 2,2 3,5 1,7 1,8 8,5
2008 3,6 2,9 1,7 2,4 5,2 3,0 4,0 1,3 2,3 3,1
2007 3,3 3,0 2,1 1,6 3,2 1,6 4,0 1,5 2,2 3,0
2006 2,2 1,6 1,1 2,2 3,7 1,6 3,5 1,3 2,0 2,3
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: . .
Marketing Plan
/ 2015-2020

194

13 2005 18 2013. 3*
2 2005 8 2013. 5* .
, : 18,
2005-2013 2013
9
1
8
7 4
6 8
1
5
0
05 06 07 08 09 10 11 12 13
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: .
Marketing Plan
/ 2015-2020

195

3* 2006. 50%
3*.
, : 414,
2005-2013 2013
250
55 50
200
102 207
150
100
50
0
05 06 07 08 09 10 11 12 13
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: .
Marketing Plan
/ 2015-2020

196

3*, 41 26.
4* 50 .
60
50
40
30
20
10
0
05 06 07 08 09 10 11 12 13
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Marketing Plan
/ 2015-2020

197

Marketing Plan
/ 2015-2020

198
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199
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/ 2015-2020

201

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202

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Marketing Plan
/ 2015-2020

203

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Activities Tradition
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and a botanical with unique charm
garden
Marketing Plan
/ 2015-2020

204
Marketing Plan
/ 2015-2020

205

Brand positioning:
An unspoiled gem
for nature lovers

and outdoor enthusiasts
B B (+)
K K

() (+)

(-)
Marketing Plan
/ 2015-2020

206

Brand Essence
Marketing Plan
/ 2015-2020

207

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.
Marketing Plan
/ 2015-2020

208
KILKIS
GARDEN
OF LIFE
Some places dont just live in our minds
KILKIS or our hearts... but in our genes
GARDEN
OF LIFE
Some places dont just live in our minds
KILKIS or our hearts... but in our genes
GARDEN Discover a region where nature and tradition

are everyday life
OF LIFE
Some places dont just live in our
KILKIS minds or our hearts... but in our genes
GARDEN Discover a region where nature and tradition

are everyday life
OF LIFE
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Marketing Plan
/ 2015-2020

213

2005 2008,
. 2011 2012, , .
750.000 170.000
700.000 160.000
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150.000
600.000
140.000
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350.000 100.000
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: .
Marketing Plan
/ 2015-2020

214

.
80% 87% .

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Marketing Plan
/ 2015-2020

215

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Marketing Plan
/ 2015-2020

216

2005 2012 (54% 70% )

.

200.000 1.000.000
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140.000 700.000
120.000 600.000
100.000 500.000
80.000 400.000
60.000 300.000
40.000 200.000
20.000 100.000
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: . .
Marketing Plan
/ 2015-2020

217

: 10
/ .
&

2012 17.798 17.619 11.205 8.885 7.556 6.981 6.591 5.271 5.090 1.637
1 2 3 4 5 6 7 8 9 10
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2010 17.304 19.841 15.383 9.013 6.697 1.854 4.797 2.233 7.807 1.717
2009 13.978 23.534 9.543 8.252 7.955 2.053 5.825 1.724 9.037 1.867
2008 13.256 28.107 11.690 8.103 10.352 3.869 9.644 1.165 10.468 1.301
2007 12.374 22.278 11.607 8.346 9.115 3.372 6.565 1.786 4.747 2.240
2006 12.075 16.512 9.063 11.083 6.000 3.598 2.740 2.167 3.568 2.688
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: . .
Marketing Plan
/ 2015-2020

218

: 10
/ ,
.
&

2012 126.402 99.646 99.189 62.765 57.617 52.838 19.203 30.038 28.240 11.907
1 2 3 4 5 6 9 7 8 10
( )
2011 144.487 112.743 129.194 74.783 51.191 19.790 13.480 26.169 34.901 12.548
2010 120.187 106.449 129.460 62.899 50.749 9.894 14.197 9.084 44.340 14.942
2009 99.362 119.611 89.760 54.732 57.186 9.299 14.955 7.215 46.927 13.804
2008 131.034 152.693 110.565 54.822 72.959 18.305 27.978 5.069 54.958 9.166
2007 77.390 115.333 95.323 44.715 56.241 18.685 14.121 7.818 43.785 20.323
2006 67.621 79.313 88.327 66.380 38.153 21.386 7.492 8.358 29.807 19.726
2005 50.138 82.348 84.333 52.678 40.404 17.713 6.649 9.459 28.673 25.925
: . .
Marketing Plan
/ 2015-2020

219

2005 - 2012 / 7 ,
5,2 9,1 .
10.0
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
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: . .
Marketing Plan
/ 2015-2020

220

2008 5 . ,
2005-2012, / .

30.000 200.000
25.000
150.000
20.000
15.000 100.000
10.000
50.000
5.000
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&

: . .
Marketing Plan
/ 2015-2020

221

: &
50% .
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6.000 50.000
45.000
5.000
40.000
35.000
4.000
30.000
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20.000
2.000
15.000
10.000
1.000
5.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

222

: &
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.

10
2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

223

:
. 90%
.

7.000 35.000
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4.000 20.000
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2.000 10.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

224

:
5,9 .
.
2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

225

:

3.500 30.000
3.000 25.000
2.500
20.000
2.000
15.000
1.500
10.000
1.000
5.000
500
0 0

2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

226

:
9,7 .

12
10
2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

227

:
( ).
, 2010.

3.500 25.000
3.000
20.000
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15.000
2.000
1.500
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5.000
500
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

228

:
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: . .
Marketing Plan
/ 2015-2020

229

:

2.500 25.000
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1.000 10.000
500 5.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

230

:
7,2 10,2 .

12
11
10
2009 2010 2011 2012
Marketing Plan
/ 2015-2020

231

K K &

1 3 3 8.9
2 6 6 7.6
& 9 1 1 7.1
7 9 2.9
22 2 2 5.7
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/ 2015-2020

232

Marketing Plan
/ 2015-2020

233

365 2005 388 2013. 2006

5*, 2013 3 . 1*
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200
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160
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186 139
139
120
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40
20
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: .
Marketing Plan
/ 2015-2020

234

1* ,
2*. 3* - 5* 2013 29%.
, 10.209
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4.000
403
3.500
139
1.064
3.000
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1.000
500
3.602
0
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: .
Marketing Plan
/ 2015-2020

235

( ) 5* 4* -
2006.
,
2005-2013
200
180
160
140
120
100
80
60
40
20
0
05 06 07 08 09 10 11 12 13
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Marketing Plan
/ 2015-2020

236

Marketing Plan
/ 2015-2020

237
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/ 2015-2020

238
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/ 2015-2020

239
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/ 2015-2020

240
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/ 2015-2020

241
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/ 2015-2020

242
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/ 2015-2020

243
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Marketing Plan
/ 2015-2020

244

Facebook
. / brand Facebook
1 . .
100k - 150k
Katerini
25k - 30k
Pieria
20k - 25k
Litochoro
Dion No Data
Platamon No Data
1m - 1.5m
Olympus

brand names Dion and Platamon
Marketing Plan
/ 2015-2020

245

Twitter
Olympus Twitter.
weets
30 brands
30 7
Katerini 138 36
Pieria 682 121
Litochoro 42 0
Dion 30 10
Platamon 26 11
Olympus 1.4k 320
Marketing Plan
/ 2015-2020

246

A Google
128.000.000

keyword Olympus
Marketing Plan
/ 2015-2020

247

-
city of olympus greek mythology mount olympus gods mount olympus in ancient greece
mount of olympus mount olympus greece mount olympus in greece
mount olympus mount olympus greece hike mount olympus in greek mythology
mount olympus 12 gods mount olympus greece map mount olympus in greek myths
mount olympus 12 greek gods mount olympus greek gods mount olympus in mythology
mount olympus 12 olympians mount olympus greek gods lived mount olympus location
mount olympus ancient greece mount olympus greek history mount olympus map
mount olympus ancient greece map mount olympus greek mythology mount olympus mythology
mount olympus and greek mythology mount olympus greek mythology denition mount olympus myths
mount olympus athens mount olympus greek mythology facts mount olympus national geographic
mount olympus attractions mount olympus greek mythology information mount olympus national monument
mount olympus camping mount olympus greek mythology location mount olympus national park
mount olympus climb mount olympus greek mythology pictures mount olympus national park greece
mount olympus facts mount olympus greek mythology story mt olympus
mount olympus facts and history mount olympus hotel olympus apartments
Marketing Plan
/ 2015-2020

248

.
brand.
& .

1 3 , 5*
.
: Review Pro
Marketing Plan
/ 2015-2020

249
Olympus: Sea and Mountain

K Olympus
Sun, Beach & Mountain
( , & , )
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( , & Activities & Welcoming
( , ( -
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: , , , , ,
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Marketing Plan
/ 2015-2020

250
Olympus: Sea and Mountain

K : , , , ,
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, - -
( 2*-3*) .
Sun
and Beach , , .
Marketing Plan
/ 2015-2020

251
Branding &
Marketing Plan
/ 2015-2020

252

Brand Positioning:

sun & beach, mountain
adventures and majestic

nature, mythical Olympus ( , , ,
has it all. (+) )
MYKONO

/
/

() (+)

(-)
Marketing Plan
/ 2015-2020

253

Brand Essence
B & , & , 12
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reasons why ,
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,
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()
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Marketing Plan
/ 2015-2020

254

A blissful coastline, stunning

natural scenery topped off by
O the mountain of the Gods:
Eternal revitalizing energy,
sublime experiences
Marketing Plan
/ 2015-2020

255
OLYMPUS
MYTHICAL
ESCAPE
The eternal aura: where mountain
OLYMPUS and sea convene to revitalize all the senses
MYTHICAL
ESCAPE
MYTHICAL A Zen-like reawakening: by the forces of nature and
the power of the Gods
ESCAPE
MYTHICAL A Zen-like reawakening: by the forces of nature and
the power of the Gods
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, .
.
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Olympus Sun & Beach
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Olympus Authentic & Welcoming
Marketing Plan
/ 2015-2020

260
Olympus Sun & Beach

16 , 77 .
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Marketing Plan
/ 2015-2020

261
The mythical escape that makes
OLYMPUS a splash!
MYTHICAL Enjoy a blissful swim gazing at the mountain of the
Gods: a unique, once in a lifetime experience you
RIVIERA
cannot miss!

,

.
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Marketing Plan
/ 2015-2020

263
At one with nature: conquering
OLYMPUS the home of the Gods
MYTHICAL Love a challenge or just love nature?
Either way: Put your love to the test on Olympus
NATURE
. -
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.
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.
Olympus Culture

, ,
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.
,
.
Marketing Plan
/ 2015-2020

265
Lifting the shroud of culture on the
OLYMPUS mythical mountain.
MYTHICAL you to weave your own mountain tale
STORYTELLER ,

. , ,

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,
.

.

.
.
Olympus Authentic & welcoming

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,
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.
Marketing Plan
/ 2015-2020

267
Genuine warmth and kindness
OLYMPUS Rich and colourful folklore and people who take
MYTHICAL
you to their hearts. A home from home in Olympus
WELCOME , , ,
.
, .

.
-
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.
7
Marketing Plan
/ 2015-2020

P

2005 2008 85% 71% .

2009 2010, 2010 -2011 .
2012.
& , 2005 - 2012

4.000.000 700.000
650.000
3.500.000
600.000
550.000
3.000.000
500.000
2.500.000
450.000
400.000
2.000.000
350.000
1.500.000 300.000
2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

270

.
90% 95% .

160.000 1.000.000
900.000
140.000
800.000
120.000
700.000
100.000
600.000
80.000 500.000
400.000
60.000
300.000
40.000
200.000
20.000
100.000
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2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

271

5* 2005, .
4*, 2005, .

700.000 4.000.000
600.000 3.500.000
3.000.000
500.000
2.500.000
400.000
2.000.000
300.000
1.500.000
200.000
1.000.000
100.000 500.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
5* 4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

272

. 2012 80%
88% .

800.000 4.500.000
700.000 4.000.000
3.500.000
600.000
3.000.000
500.000
2.500.000
400.000
2.000.000
300.000
1.500.000
200.000
1.000.000
100.000 500.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: .
Marketing Plan
/ 2015-2020

273

: 10
2012, 200% ,
2005. , 2012 .
&

2012 142,942 70,029 64,087 55,854 47,106 38,283 26,009 11,748 7,661 5,477
1 2 3 4 5 6 7 8 9 10
2011 116,772 76,990 59,360 61,142 45,510 35,750 25,894 6,559 5,876 6,606
2010 86,033 83,893 47,768 62,248 38,732 29,687 24,860 3,692 5,932 14,167
2009 82,919 103,921 32,125 94,105 46,440 36,526 12,863 1,585 6,127 28,865
2008 101,784 121,449 30,098 96,669 49,760 38,689 6,397 1,348 5,305 7,501
2007 92,913 104,422 23,034 70,082 32,291 27,499 13,930 1,358 4,305 7,823
2006 60,024 94,859 11,827 43,248 11,553 18,767 10,150 1,209 2,600 7,320
2005 46,914 91,978 5,896 63,188 8,358 10,914 7,240 498 2,072 7,968
: .
Marketing Plan
/ 2015-2020

274

: 10
2012.
&

2012 1,146,149 505,728 538,499 308,462 217,158 231,907 135,945 87,191 66,696 36,907
1 3 2 4 6 5 7 8 9 11
( )
2011 949,007 626,406 508,806 360,180 201,686 224,146 139,160 45,953 70,750 45,759
2010 697,104 675,088 400,706 351,235 166,104 183,849 129,133 25,383 69,808 89,732
2009 595,018 726,976 265,529 429,436 190,099 222,077 68,851 9,900 72,184 116,287
2008 718,635 856,601 245,882 464,856 187,563 241,193 34,776 8,156 42,341 53,463
2007 679,429 849,417 169,946 436,811 116,243 172,240 71,656 8,057 35,643 64,117
2006 527,717 898,948 78,719 361,195 48,555 118,083 53,808 9,108 22,937 65,639
2005 352,099 790,839 39,859 370,800 30,417 71,938 41,138 2,458 18,145 59,880
: .
Marketing Plan
/ 2015-2020

275

: 10
, / 7,8 .
& , 6,8 2005 8,4 2012.
( 4 5,9 ) (10 ).
&

2012 8.0 7.2 8.4 5.5 4.6 6.1 5.2 7.4 8.7 6.7
2011 8.1 8.1 8.6 5.9 4.4 6.3 5.4 7.0 12.0 6.9
2010 8.1 8.0 8.4 5.6 4.3 6.2 5.2 6.9 11.8 6.3
2009 7.2 7.0 8.3 4.6 4.1 6.1 5.4 6.2 11.8 4.0
2008 7.1 7.1 8.2 4.8 3.8 6.2 5.4 6.1 8.0 7.1
2007 7.3 8.1 7.4 6.2 3.6 6.3 5.1 5.9 8.3 8.2
2006 8.8 9.5 6.7 8.4 4.2 6.3 5.3 7.5 8.8 9.0
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: .
Marketing Plan
/ 2015-2020

276

,
, 2008. , &
.

150.000 1.200.000
1.000.000
100.000 800.000
600.000
50.000 400.000
200.000
0 0
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. &

: .
Marketing Plan
/ 2015-2020

277

:
(5 ).

35.000 300.000
30.000
250.000
25.000
200.000
20.000
150.000
15.000
100.000
10.000
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: .
Marketing Plan
/ 2015-2020

278

:
(4-5 ),
8,6 .

10
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: .
Marketing Plan
/ 2015-2020

279

:
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20.000 160.000
18.000
140.000
16.000
120.000
14.000
100.000
12.000
10.000 80.000
8.000
60.000
6.000
40.000
4.000
20.000
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Marketing Plan
/ 2015-2020

280

:
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8 9 .

10
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: .
Marketing Plan
/ 2015-2020

281

: &
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25.000 250.000
20.000 200.000
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Marketing Plan
/ 2015-2020

282

: &
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.

10
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: .
Marketing Plan
/ 2015-2020

283

:
.
, .

25.000 100.000
90.000
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70.000
15.000 60.000
50.000
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Marketing Plan
/ 2015-2020

284

:
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: .
Marketing Plan
/ 2015-2020

285

:
.
( )

14.000 50.000
45.000
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: .
Marketing Plan
/ 2015-2020

286

:
, , , 3,6 ,
4,7 .
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: .
Marketing Plan
/ 2015-2020

287
-
, ,
& . .
K K &

1 2 3 7,2
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3 15 19 4,4
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5 11 12 5,1
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& 9 3 2 8,4
- 5 6 4,6
22 6 5 6,1
- 7 7 5,2

21 27 30 3,9
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Marketing Plan
/ 2015-2020

288

Marketing Plan
/ 2015-2020

289

3* 4* , 5* 5 2003 22 2013.
1* , 188 2013.
, : 511,
2005-2013 2013
250
22
39
200
188
85
150
100
50 177
0
05 06 07 08 09 10 11 12 13
5* 4* 3* 2* 1*
Marketing Plan
/ 2015-2020

290

T 5* ( 810 2003 4.200 2013),

2*,3* 4* . 1*. 2* ,
2013 (22% 2013).
, : 22.583
2005 - 2013 2013
7.000
3.985 4.247
6.000
5.000
4.967 4.658
4.000
3.000
2.000
1.000
0
4.726
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5* 4* 3* 2* 1*
Marketing Plan
/ 2015-2020

291

5* 2005 2013, .
4* .
,
2005 - 2013
200
180
160
140
120
100
80
60
40
20
0
05 06 07 08 09 10 11 12 13
5* 4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

292

Marketing Plan
/ 2015-2020

293
Mo
, , ,
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B 33 2014,
550
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)
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294
Mo
, ,
,
60 (7,5 .) 20
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,
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/ 2015-2020

295
Mo

, 300
. 1959
. 1960
.

, .
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/ 2015-2020

296
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, ,
( 40
).
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/ 2015-2020

297
Mo

.
"
". 1988
.

.
Marketing Plan
/ 2015-2020

298

& / CE Yachting /

:

.

,
:
&

MICE

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, ,
, ., ,
, .
Marketing Plan
/ 2015-2020

299

H
.
Sun and Beach

(, ).
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, ,
bloggers .
, ,
Marketing Plan
/ 2015-2020

300
:

K Halkidiki xotic Sun & Beach

( )
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( , ( Treatment
, (,
) ) ,
)

: , . , , , ,
: & , , , 55+
Marketing Plan
/ 2015-2020

301
Branding &
Marketing Plan
/ 2015-2020

302

Key brand positioning:

(+) Exotic Sun & Beach
THE
BAHAMAS Holidays in Europe
MALDIVES
MEXICO
ANGUILLA
BARBADOS
PHUKET THE
CARRIBEAN
VIRGIN
ISLANDS
XA

Accessibility () Accessibility (+)

(-)
Marketing Plan
/ 2015-2020

303

Brand Essence
,
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reasons why , , , beach culture,

, , , 55+
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: , ,
, ,
Brand USP ( )
/
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, .
Brand essence , , , ,

Marketing Plan
/ 2015-2020

304

An exotic holiday
dreamland
on your doorstep
Marketing Plan
/ 2015-2020

305
THE VERY BEST OF
CENTRAL MACEDONIA
THE VERY BEST OF
CENTRAL MACEDONIA
An exotic dreamland
on your doorstep
THE VERY BEST OF
CENTRAL MACEDONIA
An exotic dreamland
on your doorstep
Halkidiki, where the exotic aura, beguiling sea and
landscape, serenity and excitement blend to create
a mirage. And one so close to home.
THE VERY BEST OF
CENTRAL MACEDONIA
An exotic dreamland
on your doorstep
Halkidiki, where the exotic aura, beguiling sea and
landscape, serenity and excitement blend to create
a mirage. And one so close to home.
.
,
, .

.
, ,
,
,
, ,
.

. ,

.

-
Sun & Beach
Active & fun
Family
Personal Treatment
Marketing Plan
/ 2015-2020

310
Sun & Beach

: 33 2014
550
:
, , ,
beach bars
Marketing Plan
/ 2015-2020

311
THE VERY BEST OF
CENTRAL MACEDONIA An exotic dreamland on your doorstep
Stunning scenery, exotic blue waters, magical
beaches. This is the setting for the most wonderful
holiday. And so close to home.
.
.
.

.
scuba diving.
,

. ;
; , .
.
Active & Fun

, ,
,
NATURA, .
, , beach bar

, hot spots
Marketing Plan
/ 2015-2020

313
THE VERY BEST OF
CENTRAL MACEDONIA
An exotic playground on your doorstep
Is it time to get your feet or your adrenaline up? Is it
cocktails by the pool or sports on the beach? In this
beachfront wonderland, whatever your mood, the
fun comes thick and fast. And all so close to home.

: , , ,

. , : -
, ,
NATURA, beach bar,
, , fun .
-
, ,
. ,
-
-
.
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, ,
, ,
, .
, , , .
, ,
, .
Marketing Plan
/ 2015-2020

315
THE VERY BEST OF A family dreamland on your doorstep
CENTRAL MACEDONIA
Exciting, friendly and fun:
Halkidiki is a family affair
. ,
:
, .

. .
, , : ,
, , ,
. ,

: !
Personal treatment

5* boutique .
,
.
Marketing Plan
/ 2015-2020

317
THE VERY BEST OF Personal treatment on your doorstep
CENTRAL MACEDONIA
Exclusivity, privacy, ultimate sea views, gourmet
Whatever your hearts desire. In Halkidiki, you can

5
.

.
,
.

, :
.
8
Marketing Plan
/ 2015-2020

319

, 13% 16%
, 2005 2009. 2010 , 2011 & 2012,
( ).
& , 2005 - 2012

1.850.000 900.000
880.000
1.800.000
860.000
1.750.000
840.000
820.000
1.700.000
800.000
1.650.000
780.000
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740.000
1.550.000
720.000
1.500.000 700.000
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: .
Marketing Plan
/ 2015-2020

320

, .

.

90.000 200.000
85.000
180.000
80.000
75.000 160.000
70.000
140.000
65.000
60.000 120.000
55.000
100.000
50.000
45.000 80.000

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: .
Marketing Plan
/ 2015-2020

321

3* ,
5* 4*.

900.000 2.000.000
800.000 1.800.000
700.000 1.600.000
1.400.000
600.000
1.200.000
500.000
1.000.000
400.000
800.000
300.000
600.000
200.000 400.000
100.000 200.000
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5* 4* 3* 2* 1*
: . .
Marketing Plan
/ 2015-2020

322

2007 2010, 30% 32% .

60% 53% 2012
.

1.000.000 2.000.000
900.000 1.800.000
800.000 1.600.000
700.000 1.400.000
600.000 1.200.000
500.000 1.000.000
400.000 800.000
300.000 600.000
200.000 400.000
100.000 200.000
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2005 2006 2007 2008 2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

323

: 10
2012 .
. 10
( 7).
&

2012 33.805 33.556 29.447 23.817 23.565 20.249 19.381 19.305 16.813 14.194
1 2 3 4 5 6 7 8 9 10
2011 26.740 26.208 19.626 23.229 26.399 17.756 20.125 18.850 20.576 14.963
2010 17.938 28.082 12.978 22.024 20.326 15.293 20.303 16.051 12.114 13.288
2009 13.204 25.511 8.601 29.240 21.302 18.923 23.412 13.959 12.503 14.704
2008 14.000 26.214 10.304 33.430 17.458 21.114 22.131 13.562 11.299 15.188
2007 13.469 25.054 9.277 29.349 20.168 16.536 25.794 14.019 12.021 17.492
2006 15.740 18.497 9.365 16.934 18.544 11.306 24.597 11.293 11.242 18.523
2005 11.420 20.033 6.634 13.099 18.070 6.496 26.631 9.445 11.485 17.256
Marketing Plan
/ 2015-2020

324

: 10
. 6 .
&

2012 51.076 83.377 65.480 45.928 49.824 35.149 39.919 43.187 27.288 43.452
3 1 2 5 4 10 9 8 11 7
( )
2011 39.160 68.754 42.014 43.426 53.854 33.998 40.822 37.938 34.652 45.021
2010 30.131 70.429 27.569 42.477 41.669 31.764 40.218 33.711 22.786 30.207
2009 21.497 64.319 23.129 56.353 50.424 36.792 50.151 29.158 23.007 33.728
2008 24.941 67.949 21.657 63.306 45.132 41.972 47.000 31.692 20.560 34.669
2007 25.934 62.684 20.314 56.598 46.004 40.960 53.050 28.955 21.165 41.610
2006 27.824 46.116 21.011 34.484 42.945 25.807 49.460 20.820 19.406 44.696
2005 22.008 51.149 15.003 29.126 41.140 15.656 54.072 17.191 19.614 41.386
: . .
Marketing Plan
/ 2015-2020

325

: 10
2010 2012 3,7 ,

(2,1 ).
&

2012 1,5 2,5 2,2 1,9 2,1 1,7 2,1 2,2 1,6 3,1
2011 1,5 2,6 2,1 1,9 2,0 1,9 2,0 2,0 1,7 3,0
2010 1,7 2,5 2,1 1,9 2,1 2,1 2,0 2,1 1,9 2,3
2009 1,6 2,5 2,7 1,9 2,4 1,9 2,1 2,1 1,8 2,3
2008 1,8 2,6 2,1 1,9 2,6 2,0 2,1 2,3 1,8 2,3
2007 1,9 2,5 2,2 1,9 2,3 2,5 2,1 2,1 1,8 2,4
2006 1,8 2,5 2,2 2,0 2,3 2,3 2,0 1,8 1,7 2,4
2005 1,9 2,6 2,3 2,2 2,3 2,4 2,0 1,8 1,7 2,4
: . .
Marketing Plan
/ 2015-2020

326

10 , 10
( 6) 44.563 2012.
2012 12.027 44.563 3.7
2011 15.003 63.587 4.2
2010 5.360 18.178 3.4
209 4.771 12.057 2.5
2008 3.296 6.669 2.0
2007 2.821 6.125 2.2
2006 2.083 4.654 2.2
2005 1.510 3.424 2.3
: . .
Marketing Plan
/ 2015-2020

327

1,9 2005 1,5 2012.

2 .
3.0
2.5
2.0
1.5
1.0
2005 2006 2007 2008 2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

328

40.000 90.000
35.000 80.000
70.000
30.000
60.000
25.000
50.000
20.000
40.000
15.000
30.000
10.000
20.000
5.000 10.000
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Marketing Plan
/ 2015-2020

329

:
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: ,
. ,
.

7.000 10.000
9.000
6.000
8.000
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2.000
1.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

330

:
1,5 .
2.5
1.5
1.0
0.5
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: . .
Marketing Plan
/ 2015-2020

331

:
. 2010 2011 -
. , .

4.500 9.000
4.000 8.000
3.500 7.000
3.000 6.000
2.500 5.000
2.000 4.000
1.500 3.000
1.000 2.000
500 1.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

332

:
2009 , 2,1 .

3.5
3.0
2.5
2.0
1.5
1.0
0.5
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: . .
Marketing Plan
/ 2015-2020

333

:
,
.

2.500 9.000
8.000
2.000 7.000
6.000
1.500
5.000
4.000
1.000
3.000
500 2.000
1.000
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2009 2010 2011 2012
: . .
Marketing Plan
/ 2015-2020

334

:
2010 2,4 , 2011 2012 3 .

.
8.0
7.0
6.0
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3.0
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Marketing Plan
/ 2015-2020

335

:
,
. .

3.500 8.000
3.000 7.000
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5.000
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500
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2009 2010 2011 2012
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Marketing Plan
/ 2015-2020

336

:
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3.0
2.5
2.0
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1.0
1.0
0.0

2009 2010 2011 2012
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Marketing Plan
/ 2015-2020

337
-
K K K &

2014
1 5 7 9 2.1
2 3 3 2 2.2
3 1 2 1 2.5
4 12 12 2.3
5 8 5 4 2.1
6 2 1 3 1.5
7 23 21 2.3
& 9 6 8 8 2.2
- 9 4 5 1.9
22 7 6 10 1.7
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21 10 11 6 3.7
- 4 10 7 3.1
Marketing Plan
/ 2015-2020

338

Marketing Plan
/ 2015-2020

339

&
18 -50,
.
: 63%
1850 ,
/ / 63%

52%
37%
30%
. 26%
() 19%
( ) 11%
: , GBR Consulting
Marketing Plan
/ 2015-2020

340

TripAdvisor,
.
Online
Sites TripAdvisor 58%

T 23%
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19%
() 16%
www.visitgreece.gr 19%
Sites , . 12%
www.thessaloniki.travel 9%
www.thessaloniki2014.gr 5%
Smart phone app 2%

72%
www.discovergreece.com 2% ,
Facebook
E www.tha.gr 0%
: , GBR Consulting
Marketing Plan
/ 2015-2020

341

14 49% 86%
6 14 19% 12%
3 5 16% 2%
1 2 0% 2%
61%
online
: , GBR Consulting
Marketing Plan
/ 2015-2020

342

.
20% / / .
0% 20% 40% 60% 80% 0% 20% 40%
: , GBR Consulting
Marketing Plan
/ 2015-2020

343

58 / ,
.
& 7,80
& 13,31
(Shopping) 18,41
18,63
58,15
: , GBR Consulting
Marketing Plan
/ 2015-2020

344

7,8,
. , /
.
, 7.8

60% 65% 70% 75% 80% 85% 90%

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

345

& /
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. /
, .
, ;
/
/ /
7.0 7.2 7.4 7.6 7.8 8.0 8.2 8.4 8.6

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

346

&
.
.
: / 75%
1830 ,
/ 50%

50%
50%
. 50%
25%
() 25%
6%
: , GBR Consulting
Marketing Plan
/ 2015-2020

347

,
TripAdvisor, sites .
Online

T 57%
Web site 38%
Sites , . 29%
() 14%
14%
Smart phone app 10%
www.discovergreece.com 5%
91%
www.thessaloniki2014.gr 0% ,
Facebook You Tube
E www.tha.gr 0%
: , GBR Consulting
Marketing Plan
/ 2015-2020

348

14 57% 91%
6 14 24% 5%
3 5 14% 5%
1 2 5% 0%
62%
online
: , GBR Consulting
Marketing Plan
/ 2015-2020

349

,
, .
0% 20% 40% 60% 80% 0% 20% 40% 60%
: , GBR Consulting
Marketing Plan
/ 2015-2020

350

95 / , 39 .
&
&
(Shopping)
94,77
: , GBR Consulting
Marketing Plan
/ 2015-2020

351

. ,
.
&
, 8.1

60% 65% 70% 75% 80% 85% 90%

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

352

& /
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.
, ;
/ /
7.0 7.5 8.0 8.5 9.0

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

353

&
30 50,
18 30. ,
.
: 75%
3050 ,
/ 67%

/ 58%
25%
25%
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() 8%
17%
: , GBR Consulting
Marketing Plan
/ 2015-2020

354

TripAdvisor
Online

T 11%
Web site 39%
() 11%
Smart phone app 17%
11%
Sites , . 6%
83%
Facebook
E www.tha.gr 0%
: , GBR Consulting
Marketing Plan
/ 2015-2020

355

, 6 14 .
14 33% 44%
6 14 44% A 39%
3 5 6% 11%
1 2 6% 6%
66%
online
: , GBR Consulting
Marketing Plan
/ 2015-2020

356
P

. 22%
.
0% 20% 40% 60% 80% 0% 20% 40% 60%
: , GBR Consulting
Marketing Plan
/ 2015-2020

357

.
.
& 13,17
& 20,10
17,04
16,64
66,95
: , GBR Consulting
Marketing Plan
/ 2015-2020

358

8,1.
, .
&
/ 8.1

,

60% 65% 70% 75% 80% 85% 90% 95%

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

359

& /
/, ,
.
, ;
/ /
7.0 7.5 8.0 8.5 9.0 9.5

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

360

&
18 30
.
: / 55%
18 30 ,
45%

45%
30%
. 25%
() 25%
10%
10%
( ) 10%
5%
: , GBR Consulting
Marketing Plan
/ 2015-2020

361

5
. ( 41%) TripAdvisor .
Online

T 22%
Web site 41%
19%
() 15%
Sites , . 11%
Smart phone app 7%
85%
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E www.tha.gr 0%
: , GBR Consulting
Marketing Plan
/ 2015-2020

362

,
.
14 52% A 89%
6 14 11% 7%
3 5 4% 4%
1 2 11% 0%
59%
online
: , GBR Consulting
Marketing Plan
/ 2015-2020

363

,
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.
0% 20% 40% 60% 0% 20% 40%
: , GBR Consulting
Marketing Plan
/ 2015-2020

364

53 / , .
&
&
(Shopping)
52,53
: , GBR Consulting
Marketing Plan
/ 2015-2020

365

,
8,3.
&
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,

60% 65% 70% 75% 80% 85% 90% 95%

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

366

& /
/, , /
.
, ;
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7.0 7.5 8.0 8.5 9.0

1-10
: , GBR Consulting
Marketing Plan
/ 2015-2020

367

Marketing Plan
/ 2015-2020

368

125 2005 138 2013,

10,4%. , 3*, 4* 5*, 44%, 33% 39% ,
2* 1* .
, : 138,
2005 - 2013 2013
45
36 13
40
35
20
30
25
20
15
10
0
30 39
05 06 07 08 09 10 11 12 13
5* 4* 3* 2* 1*
Marketing Plan
/ 2015-2020

369

5*: 2005 2013

49%. 4* 4%, 3*
21%. , , 1* 2* 9% 17% .
, 2005 - 2013 : 7.665,

2013
2.500
797 1.870
2.000
1.079
1.500
1.000
500
0
2.328 1.591
05 06 07 08 09 10 11 12 13
5* 4* 3* 2* 1*
Marketing Plan
/ 2015-2020

370

5* , 143 .
. ,
2007 2013.
, 2005 - 2013
160
140
120
100
80
60
40
20
10
05 06 07 08 09 10 11 12 13
5* 4* 3* 2* 1*
: .
Marketing Plan
/ 2015-2020

371

Marketing Plan
/ 2015-2020

372
Mo

: , ,
, ,

. 11
,
1997 2004.
Marketing Plan
/ 2015-2020

373
Mo

,
, 7 .. 3 .. . ..
.
Marketing Plan
/ 2015-2020

374
Mo

.
33,9 ., 70 . 22,7 . 6 ,
,
.
,
1450-1470,
(1430)
.
Marketing Plan
/ 2015-2020

375
Mo

1997
.

,
3.300 .. ,
.
Marketing Plan
/ 2015-2020

376
Mo

42 ..-138 ..
, , ,
.
.
,
, , ,
, ,
Marketing Plan
/ 2015-2020

377
Mo

15
. 1492,
,

.
, , ,
,

.
Marketing Plan
/ 2015-2020

378
Mo

,
1881.
1935
,
.
2013.
Marketing Plan
/ 2015-2020

379
Mo

,
,
. ,

.
305 ..
,
.
Marketing Plan
/ 2015-2020

380
Mo
H
.

UNESCO.
4 .
Marketing Plan
/ 2015-2020

381
Mo

. .

.
Marketing Plan
/ 2015-2020

382
Mo

. 5
(413), ,
,
. 1917

1948.

.
Marketing Plan
/ 2015-2020

383
Mo
()
(: bezesten) -
(bez)
- ,

-.

-
.
, ,

.
.
Marketing Plan
/ 2015-2020

384
Mo

,

.
1960
1992 ,

.
Marketing Plan
/ 2015-2020

385
Mo
,
(Yedi Kule),
,
. :
,
,
,
.

,
,
.
Marketing Plan
/ 2015-2020

386
Mo

1917.
.

.

.
Marketing Plan
/ 2015-2020

387
Mo

, 1902 Vital-
iano Poselli
.
(1923-1924),
, 1925 1963
.
.
Marketing Plan
/ 2015-2020

388
Mo

, " ",

.
,
1484 .
()
( ).
, ,
.
,
.
Marketing Plan
/ 2015-2020

389
Mo
&
, , 1467/68
.

.

.
19
,
. 1925,
.
, .

, .
Marketing Plan
/ 2015-2020

390
Mo

7 6
5 4
4
3 5
6 7
6

8 3

8 2
1 5
1
2 3
A
2
B
3

1 2
4 1
Marketing Plan
/ 2015-2020

391
Mo
:
, .
.
1
7
2
3
6 4
5
6

8 7
1 5 8
3 4
Marketing Plan
/ 2015-2020

392
Mo
:
. ,
.
1
5 4 2
3
7 4
6
5
8 3 6
7
8
Marketing Plan
/ 2015-2020

393
Mo :
:

. ,
.
6 1
2
4
3 5 3 ,

4
5
6
1 2
Marketing Plan
/ 2015-2020

394
Mo
:
.
,
.
1
2
3

4
2
1
3
A
B
Marketing Plan
/ 2015-2020

395

CE /
:
:

MICE:

:
,

/
CVB, PCO,

City Break & Mice .

/
, .
Marketing Plan
/ 2015-2020

396
City Break

, .
, .
.
2 4 .
1 4 .

,
: , , .

Marketing Plan
/ 2015-2020

397
City Break
, ,

<4
, ,
, &
( , .. )

City Break :
City Life:
( - ,
, - - )

( )
Marketing Plan
/ 2015-2020

398

CITY BREAK
Youthful
City
Marketing Plan
/ 2015-2020

399
Thessaloniki City Break: a Youthful City

City Break .
, .
Marketing Plan
/ 2015-2020

400
9 10
2 hessaloniki has more cafs

per capita than any other
3 European city.
4
6
7
9
10
Marketing Plan
/ 2015-2020

401
E 2014

(European Youth Forum)

.
Marketing Plan
/ 2015-2020

402

(<4 )
Marketing Plan
/ 2015-2020

403
hessaloniki City Break: Youthful City

.

(
, ,
,
)

. Ryanair

2011, EasyJet
,

Millennials.
Marketing Plan
/ 2015-2020

404
Millennials
23% , .
66% Millennials .

, .
71% Millennials 3 ( )
- - 14+ .
: PhoCusWright, Boston Consulting Group
Marketing Plan
/ 2015-2020

405
Thessaloniki City Break:
A Youthful City
M : :
City Life
City
2014
Break Youth
:
(Top 10 Nightlife Cities)

-

Marketing Plan
/ 2015-2020

406

-
: city break

Key brand (+)
positioning -
Thessaloniki: BARCELONA
a youthful AMSTERDAM ROME
multicultural BERLIN PRAGUE

city
COPENHAGEN VIENNA
ISTANBUL

() (+)

(-)
Marketing Plan
/ 2015-2020

407
Brand Essence
- ,
Brand attributes / , , ,
reasons why , 2014, ,
, , street food, ,
,
millennials , LGBT
Target audiences <4 : ,
, ,
Niche :

Brand USP , , , ,

Brand values
,
,

, ,
Brand essence , , , ,
, 24/7 live
Marketing Plan
/ 2015-2020

408

Marketing Plan
/ 2015-2020

409
The youthful
THESSALONIKI urban heart of an
extraordinary city
Marketing Plan
/ 2015-2020

410
THESSALONIKI
YOUNG
AT HEART
THESSALONIKI Straight to the hip urban heart
YOUNG of an extraordinary city
AT HEART
AT HEART Connected, dynamic, open, fun, inventive, generous.
Throw in legendary cuisine, a framed party scene
and layer of history and you have a city with a
unique gloss you cannot get enough of.
AT HEART Connected, dynamic, open, fun, inventive, generous.
Throw in legendary cuisine, a framed party scene
and layer of history and you have a city with a
unique gloss you cannot get enough of.

. .
, street
food ,
,
.
, ,
, ,
.
.
. .
-
City Break / Young at Heart
City Break /
Young at Heart:
Urban Culture Nightlife Gastronomy
Marketing Plan
/ 2015-2020

415
City Break / Young at Heart Urban Culture
MULTICULTURAL The cultural richness

IDENTITY, of Thessaloniki as key driver
CREATES MOST (in arts, gastronomy,
INTERESTING music, cultural treasures,
URBAN STORIES neighborhoods, architecture)
Marketing Plan
/ 2015-2020

416
THESSALONIKI
YOUNG Get to know a truly multicoloured
European city
AT HEART , .
, -, , , ,
.
,
.
,
.

7
.
, ,
,
,
. , ,
. , ,
.
, , .
, ,
.
City Break / Young at Heart - Nightlife
Atmospheric bars, Clubs

with boldness and attitude,
NIGHTLIFE Concerts with Post rock bands
REVEALS and New ethnic sounds,
THE TRUE SOUL Greek live scenes, etc:
the richness and distinctiveness
OF THE CITY
of nightlife in Thessaloniki
as key driver.
Marketing Plan
/ 2015-2020

418
THESSALONIKI SOUL CITY
YOUNG Feel the heartbeat of the night
AT HEART
.
,
, ,

.
.
, ,
. ,
,
,
, , , .

.
. .
City Break / Young at Heart - Gastronomy
The gastronomic richness of

THE MULTICULTURAL Thessaloniki as key driver:
SOUL OF GREEK recipes of Byzantines,
NORTHERN CUISINE Ottomans, Balkans and Jewish,
LIVES IN THESSALONIKI fiavours from Pontos, Asia
Minor, Constantinople,
all in one pot.
Marketing Plan
/ 2015-2020

420
THESSALONIKI The land of spice
YOUNG Take a fascinating and bounteous
culinary journey
AT HEART , , , , ,
, ,
.
;
.
. ,
, , .
street food ,

,

,
.

CITY BREAK
Marketing Plan
/ 2015-2020

422
City Break

City Break
City Life & To
&

4 & 5
Marketing Plan
/ 2015-2020

423
City Break

, :

Sun and Beach
Marketing Plan
/ 2015-2020

424
City Break

3 :
, .
, ,
. -
.
Marketing Plan
/ 2015-2020

425
City Break
18-30
trendy , ,
bars .
3
TripAdvisor, site 40% .
, ,
.
,
.
Marketing Plan
/ 2015-2020

426
City Break
18-30
, , .
Fun & City life Culture

Entertainment focusing on the
Ottoman elements
Bars & Restaurants Everyday life Ataturk house

ightlife Socializing with locals White tower
Escape games
Marketing Plan
/ 2015-2020

427
City Break
30-50
-
.
: , , & .
. & (
), / ( ), ( ).
: & , .
o ,
.
,
/ .
Marketing Plan
/ 2015-2020

428
City Break
30-50
Culture City life Shopping

focusing on the
Ottoman elements
Ottoman monuments Local tastes A variety from local

Ataturk house and colorful markets to
high-end stores, boutiques/
department stores
Marketing Plan
/ 2015-2020

429
City Break -
Brand Essence
( , ,
Brand attributes / & , / , ,
reasons why , ), , ,
.
30-50
Target audiences ( )
,
Brand USP : /
(, )
-
Brand values

, , :
Brand essence

Marketing Plan
/ 2015-2020

430
City Break -
A Surprising Mix of the East

THESSALONIKI and the West in Culture,
Gastronomy and Shopping
Marketing Plan
/ 2015-2020

431
THESSALONIKI Choose a City Break with an
enchanting mix of cultures,
EAST INTO WEST cuisines and shopping experiences;
where East truly meets West
Step into a vibrant, bustling city, shop until you
culinary heritage. All it takes; a short hop across

the borders.
,
,
.
( ,
, & , / ,
, , ,
),

,

. , ,
.
!
City Break

/ ( )
Marketing Plan
/ 2015-2020

433

CI TY BR EAK
Marketing Plan
/ 2015-2020

434
City Break -
Brand Essence
, , (, ,
Brand attributes / 3 ), , , ,
reasons why
( /
Target audiences )
Brand USP
-
Brand values

-

Brand essence . , ,
, ,
Marketing Plan
/ 2015-2020

435
City Break -
Cultural monuments, a lively

THESSALONIKI society, common stories
a must visit city for all Jews
Marketing Plan
/ 2015-2020

436
THESSALONIKI Discover the Sephardic
ECHOES OF roots of Thessaloniki
JERUSALEM Follow a trail rich in history, memories, cultural
treasures. Discover the Sephardic ark of the
Balkans in Thessaloniki.

.
.
,
.

. ,
,

.

CITY BREA K
LGBT
Marketing Plan
/ 2015-2020

438
City Break
LGBT
$200 .
O gay 57% .
gay ,
.
.
gay .
no1 .
Gay friendly , ,
, LGBT .
Marketing Plan
/ 2015-2020

439
LGBT
E
To 2015, E - Top 10 ,
LGBT .
gay friendly
.
:
( ) .
(2 ) Gay community.
Gay
.
gaymap ( , ).
gay , .
, Gay Parade ,
.
Marketing Plan
/ 2015-2020

440

Marketing Plan
/ 2015-2020

441

Marketing Plan
/ 2015-2020 442

.
, :
SEO (Search Engine Optimization) .
.
E , brand.
site .
conversion.
blog.
Marketing Plan
/ 2015-2020 443
Facebook

:
Facebook.

.
.
URL /CANYOUMISSTHIS Facebook Page
.
,
, () .

share.
Marketing Plan
/ 2015-2020 444
Twitter
:
Facebook, tweets.
Twitter ,
.
, Twitter
Facebook.
followers hashtags
travel travel Twitter.
Marketing Plan
/ 2015-2020 445
YouTube
K video
- , .
Marketing Plan
/ 2015-2020 446
Google+
Google+ () , hashtags (#)

(, , ).
Marketing Plan
/ 2015-2020 447

&
Marketing Plan
/ 2015-2020 448

1
-
, "" brand,
/
Marketing Plan
/ 2015-2020 449

2

(R BTL (2/ 2C)
-

.

K
)

.
Marketing Plan
/ 2015-2020 450

MICRO-CONTENT
: Youthful -
( top 5 city break )
: Nature & Energy of Gods / /

singles
: Exotic Sun & beach / ,

( Youth)
Marketing Plan
/ 2015-2020 451

3
KEY
MESSAGES
.
TESTIMONIALS INFOGRAPHICS
CONTENT
BLOG IS THE KING LANDING
POSTS PAGES
""
WEBSITE VIDEOS
DESIGN

SOCIAL MEDIA NEWSLETTER
POSTS
Marketing Plan
/ 2015-2020 452

4

SE0/SEM

.
PARTNERSHIPS PAD ADS
LANDING
BLOG NEWSLETTER
PAGE
""
PR / SOCIAL
BRAND ID MEDIA

Marketing Plan
/ 2015-2020 453

5
:
- :
Marketing Plan
/ 2015-2020 454

3
1&2: 3:
/ brand
sub-brands ()

""

Very
Macedonia
3
LEAD
2
ADVANCED
1
BASICS
Marketing Plan
/ 2015-2020 455

3
1: 2: 3:
Social
Media,
(online & offline) (online
& offline) brand "Very
B2B ( Macedonia"
) 1
3
LEAD
2
ADVANCED
1
BASICS
Marketing Plan
/ 2015-2020 456

brand "Very Macedonia"
marketing
,
:

"" brand

( , ,
)

brand

/ -
brand
o -

brand

Marketing Plan
/ 2015-2020 457

brand :
,
(.. , ,
( ).

, /

Marketing Plan
/ 2015-2020 458

ETO
1o ETO 50.000 80.000
Infrastructure 30.000 40.000
Campaigning 50.000 80.000
PR / BTL 30.000 50.000
160.000 250.000
2o ETO 30.000 50.000
PR / BTL 50.000 60.000
190.000 250.000
3o ETO 30.000 50.000
PR / BTL 50.000 60.000
260.000 350.000
610.000 850.000
Marketing Plan
/ 2015-2020 459

Marketing Plan
/ 2015-2020 460
/
, ,

-
& -

CONCEPT

(,
, (,
, )
,
FYROM)
City Break 1. Urban : /Millennials LGBT (lesbian, gay, bisexual, transgender)

Young culture
at heart 2. Nightlife
3. Gastronomy
Sea & 1. Sun & : O -

Mountain beach
Mythical 2. Nature
Escape & activities

3. Culture
4. Authentic &
welcoming
Sun & 1. Sun & : , , , 55+

Beach beach
Mirage in 2. Active
the Med & fun
3. Family
4. Personal
treatment
Marketing Plan
/ 2015-2020 461
B2C
ATL BTL
/ /

(,
Social Media)
,

(SEM, Social, Display)
& SEO
Marketing Plan
/ 2015-2020 462

B2B
ATL BTL
( )
(,
Social Media)
,
(SEM, Social, Display)

& SEO
Marketing Plan
/ 2015-2020 463

1 o 2 o 3 o 4 o 5 o 6 o 7 o 8 o 9 o
B2C
& Online Online Online Online Online Online Online Online
& & &
Social + Online

Digital
/ / /
co-branding co-branding co-branding
BTL

brand
brand brand
ATL
B2B

online online online online online online online online online
Digital
/ / / /

() ()
BTL ()

ATL
Marketing Plan
/ 2015-2020 464

Marketing Plan
/ 2015-2020 465

-
, .
Very
Macedonia concept.
Marketing Plan
/ 2015-2020 466

2C & B2B
ATL BTL
Marketing Plan
/ 2015-2020

467
B2C

1
Marketing Plan
/ 2015-2020 468
(KPIs)
Facebook
organic search visits Facebook.
Likes Facebook Page .
engagements Facebook Page .
Facebook.
Twitter
followers Twitter .
engagements Twitter .
Twitter.
Marketing Plan
/ 2015-2020 469

Very Macedonia Pinterest

.
Facebook, Google, Youtube, Instagram

, : Youth, City Break, Sun, Beach, Nature, Adventure, History.
,
Yandex, Vkontakte online .
blogs / 3 () (.
http://hollandcool.tumblr.com/).
Marketing Plan
/ 2015-2020 470
BTL
K ( ) Instagrammers
.
Marketing Plan
/ 2015-2020 471
ATL
()
premium / .
Marketing Plan
/ 2015-2020 472
B2
Marketing Plan
/ 2015-2020 473

intranet (.. )
Marketing Plan
/ 2015-2020 474
BTL
/ brands (.. Diage) .
/ brands (.. Billabong)

.

, Very Macedonia.
Marketing Plan
/ 2015-2020 475
ATL

(.. )
Marketing Plan
/ 2015-2020 476

1 o 2 o 3 o 4 o B2C
B2C B2C - BTL

, Online Online blog
& B2C - ATL

- SEO

B2B

B2B - BTL

BTL Instagram Instagram
B2B - ATL

ATL
B2B
Online Online Online Online &
intranet
Digital
/ / /
brands brands brands
BTL

ATL
Marketing Plan
/ 2015-2020 477

BUDGET%

Google & 25%
Facebook 20%
Youtube & 10%
Pinterest 5%
Instagram 5%
& 30%
5%
100%
Marketing Plan
/ 2015-2020 478

Marketing Plan
/ 2015-2020 479

""
" "
B2B ()
(/community)
"" brand ,
( /Return on Investment).
Marketing Plan
/ 2015-2020

480

1
.
(.. )

metrics / 1
, .
Marketing Plan
/ 2015-2020

481
Marketing Plan
/ 2015-2020 482
2C
gaming (. ) geolocation
( ,
)
"" (. Antony Bourdain, Jamie Oliver)

street food ,
.
Marketing Plan
/ 2015-2020

483
2C
,
Google Creative Lab.
(branded
.
Marketing Plan
/ 2015-2020

484
Marketing Plan
/ 2015-2020 485
2

/ .
/ , , ,
.
/ brands (.. Red Bull, Go Pro)

(, .)
Marketing Plan
/ 2015-2020

486
2
/ yachting, cruising .
/ fashion / jewellery brands

.
Marketing Plan
/ 2015-2020

487

Marketing Plan
/ 2015-2020 488

brand "Very Macedonia".
/ .
"" .
Marketing Plan
/ 2015-2020 489

1 .
Marketing Plan
/ 2015-2020 490

B2C / 2
Marketing Plan
/ 2015-2020

491
2C / 2
, motion designers
Very Macedonia, .
storytelling / :
. , ..
Marketing Plan
/ 2015-2020 492
2C / 2
/
, .
Marketing Plan
/ 2015-2020

Campaigning
Plan
493
P

Marketing Plan
/ 2015-2020 494

Marketing Plan
/ 2015-2020 495

1 o 2 o 3 o 4 o 5 o 6 o 7 o 8 o 9 o
B2C
/ Online Online Online Online Online Online Online Online
/ + + blog & & &
+ SEO &
online
(Facebook,
Google, Youtube,
Instagram)
street
Instagrammers + Instagrammers + food global
/ co- / co- gaming gaming influencers
BTL branding (.. Diageo) branding (.. (.. Jamie Oliver)
city Diageo) -
break / nightlife city break /
nightlife

(Very Macedonia)
ATL City Break City City Break
Escape City Escape
B2B

online online online online online online Online Online Online
+ +
intranet intranet
/ / PR events
/ ( (
( .) / , ) /
BTL () ()

..) /

"Very Macedonia" "Very Macedonia" "Very Macedonia"
(, , (, , (, ,
ATL
(youth / (youth / (youth /
alternative alternative alternative
media) media) media) ) ) )
Marketing Plan
/ 2015-2020 496

Marketing Plan
/ 2015-2020 497

1 o 2 o 3 o 4 o 5 o 6 o 7 o 8 o 9 o
B2C
/ Online Online Online Online - Online Online Online Online
/ - + + blog & +- & +
SEO &
+ (.. (..
online Google Creative Google Street
lab) Map)
/ /
co-branding co-branding "Very "Very
gaming gaming (.. Wine tasting Macedonia" Macedonia"
BTL events)

"Very Macedonia" "Very Macedonia"
ATL
B2B
Online Online Online
online online online online online online
+ +
intranet intranet
PR events
brands (adven- brands (adven- brands (adven-

ture, nature, .. ture, nature, ture, nature)/ ()
BTL Red Bull)/ .. Go Pro)/

"Very "Very "Very
Macedonia" Macedonia" Macedonia"
(, , (, , (, ,
ATL

)
) )
Marketing Plan
/ 2015-2020

498

Marketing Plan
/ 2015-2020 499

1 o 2 o 3 o 4 o 5 o 6 o 7 o 8 o 9 o
B2C
Online Online Online Online Online Online Online Online
//- + + blog & & &
SEO &
+
online
(Yandex,
Vkontakte)
/
bloggers / bloggers / bloggers / co-branding
BTL ( - ( - trips)

) )

"Very "Very
(premium / luxury Macedonia" Macedonia"
ATL publications)
B2B
Online Online Online
online online online online online online
(Yandex, +
Vkontakte) intranet
PR events
brands (yachting, brands (yachting, brands (yachting,

cruising, fashion)/ cruising, fashion)/ cruising, fashion)/ () ()
BTL

"Very "Very "Very

Macedonia" (, Macedonia" Macedonia"
(premium / , (, , (, ,
ATL )
)
)
Marketing Plan
/ 2015-2020

500

,
stakeholders
Marketing Plan
/ 2015-2020

501

, ,
:
http://www.e-naousa.gr/article.php?naousa=212
http://veroia.wifi-192.gr/catalog/poi_culture/3/1
http://www.dimosnaousas.gr/el/node/192
http://www.xionodromika.gr/ski_center.php?id=21&action=list_food
https://el.wikipedia.org/wiki/%CE%A4%CF%8D%CE%BC%CE%B2%CE%BF%CF%82_%CE%9A%
CE%B1%CF%83%CF%84%CE%AC
http://www.imma.edu.gr/macher/museums/show.html?museum_id=40
https://el.wikipedia.org/wiki/%CE%9B%CE%AF%CE%BC%CE%BD%CE%B7_%CE%9A%CE%B5%CF%81%CE%BA
%CE%AF%CE%BD%CE%B7
http://www.alistraticave.gr/index.cfm?id=26&lang=gr
http://www.arttravel.gr/proorismoi_europh_ellada_serres/article/10522/xionodromiko-kentro-lailia
http://odysseus.culture.gr/h/1/gh151.jsp?obj_id=3460
https://el.wikipedia.org/wiki/%CE%86%CE%B3%CE%B9%CE%BF%CF%82_%CE%91%CE%B8%CE%B1%CE%BD%
CE%AC%CF%83%CE%B9%CE%BF%CF%82_%CE%A0%CE%AD%CE%BB%CE%BB%CE%B1%CF%82
http://www.visitgreece.gr/el/activities/land_sports/skiing/kaimaktsalan_ski_resort
http://www.loutrapozar.net/
http://www.ktelkilkis.gr/?module=default&pages_id=17&lang=el
http://e2-4dimkilkis.wikispaces.com/%CE%9C%CE%9F%CE%A5%CE%A3%CE%95%CE%99%CE%91
http://www.bbgk.gr/
Marketing Plan
/ 2015-2020

502

, ,
:
http://hotelsline.com/el/article/paralies-pierias-xartis-diamoni-xenodoxeia-domatia&blockbook=true
http://www.faethonolympusmarathon.gr/index.php?option=com_content&task=view&id=15&Itemid=45
http://pieria-tourism.gr/dion.html
http://www.dion-olympos.com/index.php/typography/castel-of-platamon
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6.
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6.
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6.
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10 2014-2020 ,

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6.
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10 2014-2020 ,

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10 2014-2020 ,

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121

13.
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-

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. . . . . . .

2015 2016 2016 2017 2017 2018 2018
Project:

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2015 2016 2016 2017 2017 2018 2018
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124

13.
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125

13.
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-
-
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2015 2016 2016 2017 2017 2018 2018
1 City Break
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126

13.
/ 13.2

-
-
/
. . . . . . .
2015 2016 2016 2017 2017 2018 2018
,
1.3 1.3.4 (3d)
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127

13.
/ 13.2

-
-
/
. . . . . . .
2015 2016 2016 2017 2017 2018 2018

2.2 3 3.1 3.1.1 6c

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128

13.
/ 13.2

-
-
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2015 2016 2016 2017 2017 2018 2018
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129

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131

13.
/ 13.3

-
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2015 2016 2016 2017 2017 2018 2018
-
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132

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2015 2016 2016 2017 2017 2018 2018

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133

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2015 2016 2016 2017 2017 2018 2018

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134

13.
/ 13.3

-
/
. . . . . . .
2015 2016 2016 2017 2017 2018 2018
4.1.3
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. 4.2 2c
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135

13.
/ 13.3

-
/
. . . . . . .
2015 2016 2016 2017 2017 2018 2018
,
(3d)
25 1 1.3 1.3.4
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136

13.
/ 13.4

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018
3.5.2
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137

13.
/ 13.4

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018

8 1 1.1 1.1.2
. 3a

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. OTA

15 4 4.1 4.1.3
.

138

13.
/ 13.5

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018
,
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139

13.
/ 13.5

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018
,

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.

tour
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operators.

9 6 6.1 6.1.1
.

10 4 4.1 4.1.3
.

140

13.
/ 13.6

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018
3.5.2 ,
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3.5.6

3.1.1 6c
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. 5.2 5.2.3 8 v
141

13.
/ 13.6

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018

(- -
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operators
142

13.
/ 13.6

-
/
. . . . . . .

2015 2016 2016 2017 2017 2018 2018

12 6 6.1 6.1.1

13 4 4.1 4.1.3

143

13.
/ 13.7

-
/ . . . . .
. .
2015 2016 2016 2017 2017
2018 2018

1 2 2.2 2.2.1 7a
() -

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144

13.
/ 13.7

-
/ . . . . .
. .
2015 2016 2016 2017 2017
2018 2018
,
1.3 1.3.4
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145

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. ,
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400,000
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Io Io
2005 2006 2007 2008 2005 2006 2007 2008

2009 2010 2011 2012 2009 2010 2011 2012
,
, . .
.
146

14.
14.1
,
.
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(B2C
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147

14.
14.2

.
:
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14.
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156

14.
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, (RIS3) , 2014
, 2014-2020, 2014 ()
Interreg, (Interreg V-A) EL-BG - Greece-Bulgaria, 2014 ( )
Interreg, IPA II CBC PROGRAMME GREECE- THE FORMER YUGOSLAV REPUBLIC OF MACEDONIA, 2014( )
Interreg, TNCP Balkan Mediterranean 2014 2020, 2014 ( )
, , & 2014-2020, 2014 ()
, , & 2014-2020, 2014 ()
, , & 2014-2020, 2014 ()
(...) & (....) (2014). ,
http://www.hotels.gr/GR/BussinessInfo/News/Lists/List/Attachments/528/%CE%A0%CE%91%CE%A1%CE%9F%CE%A5%CE%A3%CE%99%CE%91%CE%A3%CE%97
%20%CE%9C%CE%95%CE%9B%CE%95%CE%A4%CE%97%CE%A3%20%CE%95%CE%A0%CE%9F%CE%A7%CE%99%CE%9A%CE%9F%CE%A4%CE%97%CE%A4%C
E%91%CE%A3.pdf
2014-2020, ( www.espa.gr)
, - , 2014 ( :
http://sete.gr/fileadmin/SETE_Conferences/2013/presentations/Tourism%20Strategy%20Plan_SETE%20Conference_Updated.pdf)
, ,
- ' - 2, 2013
Bowtell, J. (2014). ASSESSING THE MARKET ATTRACTIVENESS AND DEVELOPMENT OF THE ACCESSIBLE TOURISM INDUSTRY IN EUROPE: A FOCUS ON
MAJOR TRAVEL AND LEISURE COMPANIES., http://www.accessibletourism.org/resources/assessing-the-
market-attractiveness-and-the-development-of-the-accessible-tourism-industry_bowtell-2014.pdf
Cuccia, T. & Rizzo, I. (2011) Tourism seasonality in cultural destinations: Empirical evidence from Sicily, Tourism Management, Vol. 32, p. 589-595
European Commission (2014). EU Study: Economic Impact and Travel Patterns of Accessible Tourism in Europe,
http://www.accessibletourism.org/resources/toolip/doc/2014/06/09/guisette-and-li_eu-accessible-tourism_economic-demand-study.pdf
Kozak, . & Rimmington, M. (2000). Tourist Satisfaction with Mallorca, Spain,
as an Off-Season Holiday Destination. Journal of Travel Research, Vol. 38, p. 260-269.
UNEP & UNTWO (2012), Tourism in the Green Economy Background Report,
http://www.unep.org/greeneconomy/Portals/88/documents/ger/ger_final_dec_2011/Tourism%20in%20the%20green_economy%20unwto_unep.pdf
Warnken, J. (2002). Tourist Facilities and Infrastructure Audit, http://www.crctourism.com.au/wms/upload/resources/bookshop/2-2_GCTV_FacilitiesAudit.pdf
Westcott, J. (2004).Improving information on accessible tourism for disabled people, European Commission
165

3

2014-2020
% % %
3.735.085.423 18,89%
4.361.588.892 22,06%
2.152.201.141 10,88%
386.425.295 1,95%
416.069.729 2,10% 416.069.729 9,04% 416.069.729 16,81%

790.667.716 4,00% 790.667.716 17,17% 790.667.716 31,94%
328.710.978 1,66% 328.710.978 7,14% 328.710.978 13,28%
267.016.991 1,35% 267.016.991 5,80% 267.016.991 10,78%
402.343.182 2,03% 402.343.182 8,74% 402.343.182 16,25%
271.022.397 1,37% 271.022.397 5,89% 271.022.397 10,95%
97.338.435 0,49% 97.338.435 2,11%
221.537.609 1,12% 221.537.609 4,81%
185.955.002 0,94% 185.955.002 4,04%
247.203.968 1,25% 247.203.968 5,37%
356.369.237 1,80% 356.369.237 7,74%

934.169.428 4,72% 934.169.428 20,29%

86.131.827 0,44% 86.131.827 1,87%
. 4.195.972.284 21,22%
338.960.169 1,71%
19.774.769.703 100,00% 4.604.536.499 100,00% 2.475.830.993 100,00%
166

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Marketing Plan

1.4 Branding & 68-99

2.3 Branding & 121-128

3.3. Branding & 151-158

4.3 Branding & 179-186

5.3 Branding & 205-212

6.3 Branding & 252-268

7.3 Branding & 302-318

2005 2006 2007 2008* 2009* 2010* 2011*

193.050 208.622 223.160 233.198 231.081 222.151 208.532

26.714 28.929 31.257 32.409 31.727 30.063 28.095

% . 13,8% 13,9% 14,0% 13,9% 13,7% 13,5% 13,5%

2005 2006 2007 2008* 2009* 2010* 2011*

17.243 19.205 20.504 21.457 21.051 19.808 18.293

1.826 1.821 2.036 2.009 1.989 1.930 1.868

1.614 1.668 1.882 1.968 1.894 1.886 1.810

2005 2006 2007 2008* 2009* 2010* 2011*

2009 1.186.723 2009 854.665

2010 1.131.462 2010 806.364

2011 1.247.651 2011 708.872

2012 1.303.390 2012 674.664

2013 1.347.338 2013 651.996

2014 1.565.974 2014 884.327

2009 2010 2011 2012 2013 2014 2014 /13

2009 2010 2011 2012 2013 2014 2014 /13

2014 , , 20% 2013,

2009 2010 2011 2012 2013 2014

2009 2010 2011 2012 2013 2014

2009 2010 2011 2012 2013 2014

2005 2006 2007 2008 2009 2010 2011 2012

: 39% 2005 53% 2012.

2005 2012, 2009, .

2* 3* 2013. 2013 2005,

City Break & ,

2009 2010 2011 2012 2013

(+124) 2013 132.000 ,

City Break (MICE).

1990 2000 2010 2012 2013

: Statistical Yearbook of Belgrade 2013

: Statistical Yearbook of Belgrade 2013

2013 27% 2009 (16,2 12,8

2009 2010 2011 2012 2013 2013 / 09

& City / CE Yachting

& City Break MICE

achting 2 : Sani resort 215

10.000 Google Search ,

Facebook 250K - 300K

2014 2013 12%

18-24 25-34 35-44

45-54 55-64 65+

18-24 25-34 35-44

45-54 55-64 65+ .

18-24 25-34 35-44

45-54 55-64 65+

THE VERY BEST OF CENTRAL MACEDONIA, .

(IMATHIA, OLYMPUS, HALKIDIKI ) (wellness, culture, ).

DESTINATION OR THEME BODY COPY

EXOTIC SEA, AJESTIC

THE VERY BEST OF CENTRAL MACEDONIA

FABLED THE VERY BEST OF CENTRAL MACEDONIA

THE VERY BEST OF CENTRAL MACEDONIA

DELICIOUS THE VERY BEST OF CENTRAL MACEDONIA

2005 2006 2007 2008 2009 2010 2011 2012

Nature & Gastronomy

2008 2. 2009, 3.