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Σχέδιο στρατηγικής & δράσεων για την Τουριστική Προβολή της Περιφέρειας Βορείου Αιγαίου 2018-2020
Σχέδιο στρατηγικής & δράσεων για την Τουριστική Προβολή της Περιφέρειας Βορείου Αιγαίου 2018-2020
Digitally signed by
INFORMATICS INFORMATICS
DEVELOPMENT AGENCY
DEVELOPMEN Date: 2017.12.12 08:25:05
T AGENCY EET
Reason:
Location: Athens
. /: . 1
..: 81 100
: 22513 52115
: 22513 52114
Email: oikon.epitr@pvaigaiou.gov.gr
URL: http://www.pvaigaiou.gov.gr
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1.1 .......................................................................7
1.1.1 ........................................................................................................8
1.1.2 ..............................................................................................8
1.1.3 (PEST analysis) ............................................................................3
1.1.4 S.W.O.T. ................................................................................................................4
1.1.5 .....................................................................................................................5
1.1.6 ............................................................................................................12
1.1.6 .........................................................................................................21
1.1.7 - ......................................................................22
1.2 ........27
1.2.1 .....................................................................................................27
1.2.2 - - .............................................................................28
1.2.2 .............................38
2. ......................................................................................................58
2.1 .............................................................................................58
2.2 .. .............60
2.3 ..................................................................................61
2.4 ... .........................................................62
2.5 ... 2017 - 2020
........................................................................................................................................................62
2.6 ...............................................................................................63
3.
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1 ..........................................................................................................65
BRANDING ......................................................................65
1........................................................................................................................65
BRANDING ... & .................................................................65
2 ..........................................................................................................72
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3 ..........................................................................................................96
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1: __________________________8
2: 2001 - 2011 ___9
3: ,
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4: 2011 _______________2
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12: ___________________________25
13: 2014 2015 ____________27
14: , 2010 -
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15: 2010 -
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16:
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17: - 2013_35
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19: ( )
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20: 2010 2016 ____37
21:
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1 2015.....27
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0 0 976 976 3.430 3.498 1.879 1.879 339 339 6.624 6.692
2 2 1 1 7 7 14 14 5 5 29 29
4
:
/
, 2 /
, 2016
: 827-
1.2.2 - -
2010 2014
. ..
21,66%
24,82%.
74,40% 41,89%.
..
33,31% 24,85% ,
29,83% 24,35%.
..
2013
2010.
.. 35,32%
40,88%.
119,53% 23,24%.
2010 2014
1,83% - 1,86%
.
2014.
2010 - 2014
.
: 827-
2013 2014
48.469 62.041 110.510 46.257 76.251 122.508
19.582 94.163 113.745 18.997 99.609 118.606
25.769 30.049 55.818 24.866 33.553 58.419
9.328 3.404 12.732 9.628 3.520 13.148
5.737 1.590 7.327 8.433 2.418 10.851
108.885 191.247 300.132 108.181 215.351 323.532
:
: 827-
54,26%
28,31%.
2
2010 - 2014 ( )
:
, (2010 -
2014), .. (+18,57%), (+7,54%), (+8,73%)
(+15,18%) , ..
4,36%.
3
2010 - 2014 ( )
:
2010 2014
10,55%.
: 827-
16:
2010 - 2014 ( )
2010 2011 2012
178.497 308.921 487.418 171.221 337.611 508.832 126.479 268.248 394.727
125.976 578.812 704.788 95.942 629.380 725.322 68.189 588.758 656.947
118.921 86.890 205.811 98.429 92.167 190.596 74.416 70.383 144.799
43.091 12.477 55.568 41.247 17.902 59.149 28.880 16.969 45.849
38.120 8.023 46.143 35.785 11.375 47.160 22.323 6.787 29.110
1.499. 1.088.43 1.531. 1.271.
504.605 995.123 442.624 320.287 951.145
728 5 059 432
2013 2014
127.005 331.913 458.918 128.423 434.860 563.283
82.470 691.173 773.643 90.554 718.912 809.466
73.252 96.630 169.882 70.309 107.081 177.390
33.034 18.053 51.087 38.176 21.161 59.337
29.387 9.606 38.993 32.767 10.812 43.579
345.148 1.147.375 1.492.523 360.229 1.292.826 1.653.055
:
28,61%,
29,92%.
.
4
2010 - 2014 ( )
:
: 827-
,
2010 - 2014, .. (+15,56%), (+14,85%) (+6,78%)
, ..
13,81% 5,56% .
5
2010 - 2014 ( )
:
,
38,70% 2010 29,90% 2012, .
2014
35,90% 2011.
,
,
.
6
2010 2014 ( )
:
,
(2010 - 2014),
: 827-
7
2010 2014 ( )
:
2013,
, ,
,
(9,5 ), (772,90 )
(81,60 ),
.
: 827-
17: -
2013
()
. - 100.346.95
253.528 1.626.075 61,7 395,8 6,4
1
290.386.58
1.021.903 5.764.661 50,4 284,2 5,6
0
34.620 245.902 13.914.664 56,6 401,9 7,1
80.384 456.912 33.541.371 73,4 417,3 5,7
102.691 571.185 32.970.589 57,7 321,1 5,6
315.382.36
512.752 4.400.033 71,7 615,1 8,6
2
69.163 358.89 23.647.753 65,9 341,9 5,2
48.377 215.306 16.674.060 77,4 344,7 4,5
110.994 742.03 43.532.389 58,7 392,2 6,7
145.483.88
401.528 1.687.480 86,2 362,3 4,2
3
20.956 198.426 16.197.550 81,6 772,9 9,5
811.644.05
1.007.797 8.422.062 96,4 805,4 8,4
6
615.406.86
787.819 6.841.050 90 781,2 8,7
1
2.459.129.0
3.885.717 31.530.011 78 632,9 8,1
73
:
...
, ,
(33,33%)
(30,25%).
: 827-
18: ( )
- 2013
. -
26,2 24,7 15,4 5,8 28,2 100,3
72,9 74,3 35,1 17,5 90,5 290,4
2,0 2,8 1,6 1,3 6,3 13,9
8,8 9,1 4,7 1,7 9,3 33,5
10,5 8,5 4,6 1,8 7,7 33,0
93,4 93,6 35,9 26,2 66,3 315,4
6,9 6,1 3,6 2,1 4,9 23,6
4,1 4,6 2,8 1,7 3,5 16,7
11,9 12,3 7,1 2,8 9,4 43,5
38,9 39,8 26,0 11,3 29,5 145,5
5,4 4,9 2,2 0,9 2,9 16,2
33,33% 30,25% 13,58% 5,56% 17,90% 100,00%
251,2 219,3 100,5 73,3 167,4 811,6
177,0 157,2 81,1 64,6 135,4 615,4
709,1 657,3 320,6 210,9 561,1 2.459,1
:
...
,
.
19: ( )
- 2013
2,2 1,7 0,8 0,6 1,1 6,4
34,38% 26,56% 12,50% 9,38% 17,19% 100,00%
3,2 3,2 1,4 0,3 1,8 9,8
32,65% 32,65% 14,29% 3,06% 18,37% 100,00%
:
...
,
2016, ,
36,22%,
(-69,24%), (-58,15%)
.
,
charter (,
).
: 827-
, 2016,
, , , ,
, ,
.
,
.
21:
2016
1.112 11.274 15.672 1.265 29.323
7.555 9.158 5.048 0 21.761
0 3.891 9.232 0 13.123
20 3.176 16.580 0 19.776
0 2.766 6.991 0 9.757
0 0 14.979 0 14.979
0 0 4.746 0 4.746
610 0 1.243 0 1.853
1.124 0 2.699 0 3.823
0 0 4.901 0 4.901
0 1.267 9.679 954 11.900
10.42
31.532 91.770 2.219 135.942
1
: /
: 827-
1.2.2
83% .
,
(.. /
, - , ,
, )
2015
(54%), (48%) (,
) (23%).
8 2015
: 2016
2016
, 3 (35%) 4
13 (34%).
2015 ,
(53%)
,
(34%) (30%).
: 827-
9
2015
: 2016
2015
,
(26%), (19%), (18%)
(15%).
10 2015
: 2016
2
4 . ,
camping.
: 827-
,
.
.
170.000
(High Net Worth Individuals).
95% internet.
To Facebook YouTube
.
2015
(, ) (50%), (39%)
(39%).
11 2015
: 2016
,
.
.
- ,
, .
2015 ,
(47%) ,
(46%).
: 827-
12
2015
: 2016
2015
,
(44%)
(27%).
13 2015
: 2016
35 - 74 ,
45 - 54 .
.
(90%).
: 827-
14
2015
: IPK International / SETE Intelligence
74% online . 39% 4 - 6
33%, 2 - 3 . 85%
& , 72% -
all-in-package-price.
(90%), (88%) (64%).
15
2015
: IPK International / SETE Intelligence
1.091 , 13 ,
84 .
: 827-
.
.
,
2 ( ).
.
1 2 .
340.000
(High Net Worth Individuals).
89% .
Facebook
2015
(41%), (36%) /
(23%).
16 2015
: 2016
.
,
. ,
.
, .
,
.
2015 ,
(53%)
: 827-
(36%) ,
(35%).
17
2015
: 2016
2015
,
(47%)
(16%).
18 2015
: 2016
25 - 64 ,
55 - 64 .
.
: 827-
(90%) (41%).
19
2015
: IPK International / SETE Intelligence
20 2015
: IPK International / SETE Intelligence
1.167 , 9,9 ,
118 .
35 - 54 (69%). .
(74%).
: 827-
21
2015
: IPK International / SETE Intelligence
77% 50%
all-in-package price.
. 50%
36% 4 - 6 .
22 2015
: IPK International / SETE Intelligence
1.234 , 9,7 ,
127 .
(72%),
(64%), (57%) (56%).
: 827-
23
2015
: IPK International / SETE Intelligence
, ,
.
24 2015
: IPK International / SETE Intelligence
: 827-
.
.
2005 2015 ,
, ,
, , spa,
, club.
22%
, 61%
.
34% tablets.
68% (
Facebook), (magazines) .
25 2015
: 2016
2015
(37%) (67%),
(, ) (30%)
(26%).
.
.
.
.
10 :
,
,
, ,
.
: 827-
, 1
(High Net Worth Individuals).
2015 ,
(44%) (39%)
,
.
26
2015
: 2016
2015
,
(28%), (27%)
(23%).
27 2015
: 2016
: 827-
25-64 ,
35-44 .
.
(89%) (45%).
28
2015
: IPK International / SETE Intelligence
29 2015
: IPK International / SETE Intelligence
1.204 11,9 ,
101 .
: 827-
45-64 (61%).
.
.
30
2015
: IPK International / SETE Intelligence
91%
all-in-package price.
. 51 %
39% 2 - 3
.
31 2015
: IPK International / SETE Intelligence
1.598 , 16,82 ,
95 .
: 827-
/ (64%),
(95%), (80%), (41%)
(41%).
32
2015
: IPK International / SETE Intelligence
, ,
.
33 2015
: IPK International / SETE Intelligence
: 827-
300% 2015 2014.
(High Net Worth Individuals).
43% tablets (
).
59% , Facebook
1.
2015
(45%), (44%),
(26%) (, ) (23%).
1%
19%
13%
10%
/ 7%
26%
22%
(, .) 23%
45%
44%
2
.
675 .
,
.
:
o ,
o ,
o -,
o ,
o ,
o ,
o .
2015 ,
(53%)
, (34%)
(30%).
: 827-
35
2015
: 2016
2015
,
(52%)
(26%), (20%)
(19%).
36 2015
: 2016
, 35-44 55-64 .
.
(92%).
: 827-
37
2015
: IPK International / SETE Intelligence
38 2015
: IPK International / SETE Intelligence
(90%) (80%)
(77%).
1.015 , 10,2 ,
100 .
: 827-
45,2
. .
(92%).
39
2015
: IPK International / SETE Intelligence
97% .
(75%).
48% 2 - 3 .
40 2015
: IPK International / SETE Intelligence
: 827-
847 , 8,92 ,
95 .
/ (64%),
(62%), (46%) (45%).
41
2015
: IPK International / SETE Intelligence
, ,
.
42 2015
: IPK International / SETE Intelligence
,
,
2015 250.969.
: 827-
2.
... (2017 2020) 5
(2014 - 2020),
... (2015 2019)
. ,
,
...,
.
2.1
2014-2020 2 & ,
,
,
.
, 2014 2020
,
6.
(
), ,
.
,
. ,
. ,
.
, , ,
7. ,
8.
5
, 2014 2020
(2013)
6
, 2014 2020
(2013), . 4
7
, 2014 2020
(2013), . 5
8
..
: 827-
2014 20209 :
,
(, , ,
& )
,
(, )
, 10
, , ICE,
, ,
.
,
,
. ,
. ,
10.
, . ...,
,
/
. ,
.. 2,
.
9
, 2014 2020
(2013), . 19-21
10
, 2014 2020
(2013), . 49
: 827-
2.2
..
(2014-2020)
: ... (2015 2019)
. -
.
-
,
... 2017 2020.
- .
:
,
,
:
- .
,
. ,
.. ...
,
,
.
.B.A.
(RIS3),
-
,
. ,
,
,
,
: 827-
,
11.
2015
2019 - : , SWOT,
:
(destination management)
,
(,
)
12
2.3
...
2015 -2019,
...:
.
.
, ,
. ,
13
3 /
,
, ,
. 2014-2020,
,
,
,
14. -
11
2015 -2019, . 291
12
2015 -2019,
13
. 295
14
. , 2015, . 6
: 827-
, .
2.4
...
98/22-12-2015
...
2016, 2016-2020,
/
...,
:
...
...
(destination brand)
...
,
,
(
( , , )
-
,
SWOT analysis 2016. 2015
,
.
2.5
... 2017 - 2020
,
2017 - 2020 :
1. ...
...
(destination branding)
2.
: 827-
3. ...
,
4.
5. -
.
( ,
)15.
, above
below the line, ,
. brand
,
.
2.6
,
,
:
1. Branding
2. ...
3. & marketing
4.
5. ATL ( , , )
6.
(..) (..)
..1 .. 1 Branding
... .. 3 &
... marketing
(destination branding) .. 5 ATL (
, ,
15
: brand. :
brand, . ,
. : ,
.
brand,
. (
, 2016, . 102)
: 827-
.. 2 .. 2
..
..3 .. 1 Branding
... .. 3 &
marketing
.. 4 .. 3 &
marketing
.. 5 ATL (
, ,
)
.. 6
.. 5 - .. 3 &
marketing
.. 4
.. 5 ATL (
, ,
)
.. 6
(..)
(..):
.. 1 Branding .. 1 Branding ..
...
.. 2 .. 2
...
.. 3 & .. 3
marketing .. 4
.. 4 .. 5
.. 5 ATL ( .. 6
, , ) .. 7
.. 8
..6 .. 9
: 827-
10
3.
...
2017 - 2020
1
BRANDING
.
branding
(, ,
.. ),
.
.
,
, ,
, .
(Product Portfolio)
,
, .
,
( - ,
).
(
)
, .
... , :
.
...
-, ,
( , ..)
(activity providers),
,
-
(. - -
hiking, tours, ,
)
, ,
,
,
,
( ). ,
, brand
,
,
.
: 827-
- , (, , ,
) ( , , , ,
). branding ,
(unique selling proposition).
, ,
,
marketing
( , ,
). branding
, ,
.
...,
branding
.
,
.
,
sea and sun,
, .
, ...
, ,
,
(.. ,
activities site ,
,
, (fam trips
press trips) ..)
:
,
,
, ,
.
:
,
: 827-
, , ,
.
, ,
.
:
, ,
Hiking: ,
.
, ,
.
Birdwatching - :
, .
, (, ),
,
.
Sailing:
. ,
,
...
Yachting: o ,
(yacht
chartering),
.
tours:
, ,
...
tours: ,
. ,
events
.
:
, , .
,
,
spa .
Weddings: ,
,
.
: 827-
branding ..
, branding
.
: 827-
BRANDING
masterbrand
GREECE
ATTIKH Umbrella
brand
islandbrands
Cycling Wedding
: 827-
1.1: Branding
...
,
.
branding sea & sun
..
...
:
1.2.1 .. (hiking, cycling, birdwatcing, ,
)
1.2.2 / ... (
, , ,
, )
1.2.3 (, sailing, yachting)
1.2.4 ( /)
Branding:
:
1.
,
, ,
.
2.
3.
4. Positioning (
, )
5.
6.
7. -
story-telling, manual , logos
8.
...
2:
,
... ,
,
. -
/ ,
551/2016 ,
2016.
:
,
...,
. ,
, .
(, &
, , , , ),
.
:
20,000
1 site
SEO
2 video 12,400
3 Social Media Strategy 12,400
18,600
4 Media Event
124,000
5 ATL
6
8,700
6 " : "
18,600
6 : .
8 - 2 15,000
,
16.
2.1: site
SEO
16
(2016)
: 827-
:
(, , ) - CMS
tablets Responsive
design
social media accounts
2
Frontpage slider
megamenu
Photogallery & Video gallery ( Instagram
videos YouTube Channel)
Newsletter template
Blog Section
server
,
, 2.0 (Web Content Accessibility Guidelines
2.0) o World Wide Web Consortium (W3C),
,
,
,
1.0 (Mobile Web Best Practices 1.0) W3C,
, 2.0 (Authoring Tool
Accessibility Guidelines 2.0) W3C .
&
2.1: site
SEO
:
1. Site map
website
(Home Page) B (
- )
(slideshare)
Hero Trailer , , ,
, , ,
, ,
!
landing page
.
: 827-
.
site
/
links websites
social media
About
10 site
blog posts preview
,
, .
story telling
blog posts
channel,
, :
- website ( )
-
- ,
,
. Beta
. beta
.
2. SEO
Search Engine Optimization ( SEO),
o
( )
Google . site,
(SEO), 10
. .
.. 10 Google
. 2 3
Google.
.
awareness,
brand .
conversions
- ,
.
:
1 One Stop Destination Web Site
site: - 2018 (2)
1 (documentation)
: 2018
SEO ,
SEO,
SEO Strategy: 2018- 2018 (4 )
: 20.000 (. 24%)
2.2
Concept:
video,
. , ,
.
,
, , .
,
, .
video .
video site you tube.
10
.
super .
.
.
.:
.
traveling .
.
super: ,
.
.
.
super:
,
.
super:
,
, ,
,
. .
supers:
.
: 827-
windsurfing.
super: ,
scuba diving
.
super: .
.
super:
travelling . ,
super: ,
travelling ,
. .
super:
.
super:
Video SEO
To hero video YouTube
video content.
Video SEO
discoverability video video.
Optimization video
video
, brand
( . ) (
video SEO)
video
video key messages 2
( )
: 827-
About Section
.
video
.
.
2.2
:
1 video
1 youtube campaign ( video content, pre-roll
campaign 15 , targeting - -)
site: - 2018 (2 )
: 12.400 (. 24%)
,
. Social Media
digital
.
H Digital
: Facebook Instagram Twitter
YouTube
: 827-
Social Media
(messaging
strategy & visual identity) .
.
digital
hashtag, online
, ,
.
hashtags
. hashtag #AegeanStars, hashtag
, .
digital activations paid ads
fan base
.
- (key messages)
.
(tone of voice)
tone of voice
- Social Media Facebook
.
- video
, .
-
- (visual identity) social
media
Social Media (360 photos, gifs, videos ..)
-
- critical mass
- user generated content
-Engagement
- , &
buzz user
generated content
-
FACEBOOK
posts:
- : 2
- : 7-9 posts
- : 2
: 827-
:
,
.
, online
offline (roadshow, social activations, , influencers
outreach )
Facebook Pages
user generated content
Video
Posts
island hopping
Posts site
:
(social ad campaigns), (targeting) insights .
facebook
:
-
- ( )
- ( )
- critical mass
- digital
-Engagement
- webiste
TWITTER
Twitter,
.
To
Facebook 140
.
(retweets)
,
.
tweets active monitoring
.
Hashtag Hijacking:
M real-time trending -,
account,
.
.
:
- followers base
-Engagement
- user generated content
- -
INSTAGRAM
: 827-
Instagram
-
.
hashtags
.
Repost user generated content instagrammers
.
Follow accounts
:
instagram (social ad
campaigns), (targeting) insights .
instagram :
-
- ( )
- ( )
:
-
- followers base
-Engagement
- user generated content
-
YOUTUBE
YouTube campaign video
video
.
playlists
. social
media. ,
vide ,
.
:
youtube (social ad
campaigns), (targeting) insights .
facebook :
-
- ( )
- ( )
:
- YouTube
- main video ,
(awareness)
-Engagement travel YouTube
.
,
instagram, twitter instagram ( youtube
: 827-
2.2 video),
.
,
.
,
. ,
2.000 , facebook,
instagram youtube.
press event ,
.
.., ,
.
(, , )
( 30 ).
/ . video.
(, , ,
, , ) ,
,
: 827-
Media Relations
- .
- .
- ,
- ..
- ..
- : , SETE, Marketing Greece
(Media)
- (online-offline)
-
-
- ( )
- (,
portals, , )
-
..
- .
2
hospitality event, /
. ,
, (
),
.
, ..( ),
infographic - /
, fact sheet
/ , key visual / video
.
.
- - Media Event
,
:
,
,
hard copy
Media
(follow up)
,
: 827-
, : , Press Kits, ,
(video), ,
FAQs Media,
fact sheet , infographic
,
: ,
, - branding,
,
,
,
Reporting
2.5 ATL
-
() .
,
, site video,
:
- - : ,
, ,
:
, , -
30+ 44,
- To :
.
:
: --
( ): - (early), (late)
:
- : ,
/
site video. ,
ATL ( online ) budget
(banner campaigns )
():
(, , ),
, , lifestyle, sites (banner campaign linked
with site)
: 827-
:
25.000 ATL .
60% google youtube ads 40% .
50% - 50%.
2.5 ATL
4 ATL 4 (3 1 )
:
1.
/
2.
(media mix)
3.
( site
)
4. Media plan
5. reach engagement -
: - 2018
: 124.000 (. 24%)
2.6 &
2.6
:
2.6.. : . -
2.6.. Insta-Focus
. :
,
- , On line
().
.
- .
- (
),
: 827-
- , microsite
-
online
, ( , , ,
..),
.
/ / /
, .
-
, :
, Lesvos
trail, ,
,
- , ,
(
)
-,
. 3 , ,
( ).
.
- facebook ad campaign
:
-
,
- online native content
- social media buzz,
- -
:
/
Marketing Greece,
.
:
Microsite.
, (
)
.
,
.
/ ,
.
facebook campaign
.
: 827-
2.6.. :
:
1. (1) micro-site :
2. (1) facebook campaign
3. (1)
: 2018
: 8.700 (. 24%)
. : . -
- ,
, ,
.
( ) - ,
portals
,
( 2 )
.. : ,
,
, partners
(online native content / ),
online native content
social media buzz,
()
Partnership
: 827-
.
banner campaigns
portal
.
5.000 .
(, X ).
2.6.. : . -
:
1. (3)
, (
)
2. (3)
3. (3)
: 2018
: 18.600 (. 24%)
. Insta-Focus .
focus
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.
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,
. focus
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insta-focus
instagrammers
.
, (, )
travel blogger,
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(ambassadors)
.
: 827-
Tumblr page
4
Instagram account
hashtags. ,
.
/
) ,
,
,
) travel blogger, Instagram
,
,
/ .
,
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(projector, , ..)
Coffee break
, , 1
( 100 )
.
2. . Insta-Focus .
: (3) (1 , 1,
1 )
: 2018
: 24.800 (. 24%)
( ,
)
2.6. &
: - 2018
/: 52.100 (. 24%)
2.7. e-tourism - 2
, ,
, ,
, ,
.
: 827-
online
, ,
/
.
,
,
.
/ e-travel services, ,
- ,
best practices/ case studies
. , tripadvisor.com, skift.com,
thehotelguru.com
,
/
, traveldailynews.com, natgeotraveller.uk,
inyourpocket.com.
/
,
,
.
,
.
,
: , ,
,
.
(,
), . , TravelPlanet24.gr,
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,
, .
.
:
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.
: 827-
& .
.., ,
.
- -
,
:
,
,
hard copy
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,
,
, :
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,
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2.8. - 2
... ,
,
.
(, , ,
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, ,
: 827-
... ,
.
&
.
,
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.
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,
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,
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,
,
, :
, , -
branding, ,
,
: 827-
,
/
Reporting
2.8: 2
:
/ 15 /
: 2019
: 15.000 (. 24%)
: 827-
MARKETING
.
,
.
, ,
.
,
marketing .
, ,
(DMOs)
,
.
brand .
, social media social data
.
17.
,
, . ,
,
brand.
, brand
.
- Brand,
.
. 80%
,
18,
60% ,
,
.
17
Brandwatch, Social Insights: The Public Sector, 2016
18
2014-2015-2016
: 827-
43 2014 - 2019
( ) - statista
, 3
marketing :
.. 3 ..
.. 4 ..
3:
T
,
.
- , -
.
..
,
.
FB, Instagram, Twitter Youtube
.
.. marketing
.
,
. :
digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
:
-
last-minute
booking
branding
, ..
portals trivago tripadvisor portals
niche markets, .. Greentraveller . .
, budget,
on line portals.
: 827-
, Microsite,
,
site/ Microsite/ landing page ,
.
( ) 3 minimum.
budget
3.
digital marketing
campaigns .. (, , , , ),
-
digital marketing campaign ,
, .
, .. Microsite landing page,
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Facebook instagram, banner tripadvisor
portal
H
( ) ( )
: 827-
, .. 3
:
:
3 digital marketing / social media campaigns (
)
: 2018 - 2020
: 43.500 (. 24%)
:
3 digital marketing / social media campaigns (
)
: 2018 - 2020
: 17.400 (. 24%)
:
3 digital marketing / social media campaigns (
)
: 2018 - 2020
: 33.350 (. 24%)
:
3 digital marketing / social media campaigns (
)
: 2018 - 2020
: 36.250 (. 24%)
: 827-
:
3 digital marketing / social media campaigns (
)
: 2018 - 2020
: 14.500 (. 24%)
blog
newsletter 10 ...
newsletter Visit Greece Discover Greece.
,
.
blog -
..., ,
storytelling.
blog brand
... blog video blog.
blog
.
blog.
blog.
blog e-newsletter
..., ,
, . blog
mailing list newsletter.
mailing lists e-newsletter
, e-
newsletter.
: 2018 - 2018
: 5.000 (. 24%)
: 827-
: 827-
4:
, - ...
. ,
. ,
, ,
social media,
. ,
Facebook,
. H
,
.
( sites, micro-sites, social
media ).
-
, ,
.
,
.
... (. Social media)
e-marketing. ,
press kits digital packs
.
branding storytelling
.
4
,
,
, ,
.
, 4
:
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,
branding ,
, :
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A
: 827-
,
, brand.
.
.
14 15 15 9 10
14 14 14 9 9
(hiking, cycling, birdwatching,
, , )
7 8 8 6 5
(yachting, sea kayak, scuba,
windsurfing)
7 5 5 6 5
( ,
)
(, 8 7 9 7 4
,
, )
14 14 14 9 11
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)
12 13 11 6 6
76 76 76 52 50
,
.
, .
:
,
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: 827-
330 , ,
.NEFF .JPEG
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.
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.
(
), portfolio
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:
330 ,
( , ,
)
: 2018 - 2018
: 39.600 (. 24%)
4.2
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...
,
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). ,
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, , , &
.
...
/ ,
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: 827-
. , ,
.
-
,
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,
, ,
,
.
.
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.
:
,
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.
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/ .
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:
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:
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,
.
.
.
: 827-
2. , ,
: (,
, sea kayak, windsurf, surf, kite, SUP), , hiking,
, , (,
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.
3.
.
4.
, .
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,
.
6. .
7. ,
(url social media) .
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.
9. copyright
1. (1) 3 - 3.30
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, ,
, &
3. (1) 3 - 3.30
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&
( windsurfing)
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- ,
,
: 827-
/ ..
5 3
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3.30 1.30
.. 16.000
.. 11.000
.. 16.000
.. 16.000
.. 11.000
70.000
4.2
:
: 2018 - 2018
: 70.000 (. 24%)
: 827-
5:
, . ...
,
,
.
, (.. ITB ,WTM
) ,
, (.. Tour Natur
), ,
.
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.
.
,
.
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: 827-
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.
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,
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... ,
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...
2018 31/12/2020 3 1
PHILOXENIA
GREEK TRAVEL SHOW GREEK TOURISM EXP .
,
.
: 827-
5.1
:
PHILOXENIA GREEK TRAVEL SHOW GREEK TOURISM EXPO
.
: 32..
, stand ( 3),
branding ( 3 )
: 2018 2020
: 27.600 (. 24%)
5.2
...
,
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.
...
,
.
... 3
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, ...,
.
... ,
, ,
,
, .
...
2018 31/12/2020 7.
... 3 stands
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20.. ITB .
: 827-
5.2
:
) : stand ( 3)
Vakantiebeurs ( 2
) WTM ( 3 )
) : 20..
, stand ( 3),
branding
ITB ( 2 )
: 2018 2020
: 192.800 (. 24%)
5. 3
...
,
, Tour Natur .
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. 40.000
, hiking, trekking .
...
2018 31/12/2020 3 3
15..
Tour Natur .
5.3
: 15 ..
( ,
) Tour Natur
( 3 )
: 2018 2020
: 55.200 (. 24%)
: 827-
ATL (
, , )
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.
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.
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.
( 4.1).
: 827-
, .
,
...
, ,
.
: 22 16,6 . () 44 16,6 ()
: 16 (12 + 4)
: velvet 150 gr.
:
:
:
:
: 1.500 ,
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: 4.000-6.000-8.000-10.000
..
50.000 35.000
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:
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6.000 ..
..
: 7.000 (. 24%)
: 827-
6.2 ..
:
4.000 ..
6.000 ..
..
: 7.000 (. 24%)
6.3 ..
:
4.000 ..
6.000 ..
..
: 7.000 (. 24%)
6.4 ..
:
4.000 ..
6.000 ..
..
: 7.000 (. 24%)
6.5 ..
:
4.000 ..
6.000 ..
..
: 7.000 (. 24%)
:
6: 35.000 (. 24%)
: 2019 - 2019 (
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: 827-
7:
, ( , )
.
,
,
, .
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.
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7:
: ,
.
: 2018 - 2019
: 10.000 (. 24%)
: 827-
8:
, inflight magazines
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.
.
:
1. .
National Geographic
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.
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.
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.
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. .
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.
, ,
,
.
. ,
.
, 8
,
..
.
, ,
brand ...
...
: 827-
8.1 11.800
...
8.2 .. 12.000
8.3 .. 4.800
8.4 .. 9.200
8.5 .. 10.000
8.6 .. 4.000
51.800
8.1
...
:
:
1
2 Wanderlust
1 Wanderlust
1 in-flight
1 in-flight
11.800 (. 24%)
8.2 ..
:
1
2 Wanderlust
1 Wanderlust
1 in-flight
1 in-flight
12.000 (. 24%)
8.3 ..
:
1
1 charter
1 charter
4.800 (. 24%)
8.4 ..
:
1
: 827-
1 Wanderlust
1 Wanderlust
1 in flight
1 in flight
9.200 (. 24%)
8.5 ..
:
1
1 Wanderlust
1 Wanderlust
1 in flight
1 in flight
10.000 (. 24%)
8.6 ..
:
1
1 Wanderlust
4.000 (. 24%)
8
: 2018 2020
: 51.800 (. 24%)
: 827-
9:
,
,
.
,
...
,
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.
:
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.
,
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, , , ),
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,
, , ,
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: : - 2019
: 2019
: 9.000 (. 24%)
: 827-
9.2
: (-)
,
, , ,
, ,
: : - 2019
: 2019
: 7.500 (. 24%)
9.3
: (-)
,
, , ,
, ,
: : - 2019
: 2019
: 9.000 (. 24%)
9.4
: (-)
,
, , ,
, ,
: : - 2019
: 2019
: 7.500 (. 24%)
9.5
: (-)
,
, , ,
, ,
.
: : - 2019
: 2019
: 7.500 (. 24%)
: 827-
10:
.
.
,
.
,
Brand names
, -
brands
.
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( )
,
online ,
.
.
10.1 ...
:
1 ( )
1 ( )
: 4.000 (. 24%)
10.2
...
,
.
: 827-
10.2
...
:
1 ( )
: 4.000 (. 24%)
: 8.000 (. 24%)
: 2018- 2020
: 827-
: 827-
BRANDING
1
1 BRANDING ... &
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:
...
,
.
branding
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..
, ,
,
, .
... ,
.
:
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brand essence ,
/
, ,
.
, , ..
)
...
/ 3 / 2018- 2018
30.000
BRANDING
1
1 BRANDING ... &
: 827-
1.2 BRANDING
...
:
...
:
1.2.1 .. (hiking, cycling, birdwatcing, ,
)
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, , ,
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,
...
.
:
, ,
.
/ 3 / 2018- 2018
2 ...
2
2.1 SITE
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: 827-
:
concept based website
.
,
(Search Engine Optimization).
,
,
.
:
,
brand, .
conversions - ,
.
/ 4 / 2018- 2018
2 ...
2
2.2 VIDEO
:
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site you tube.
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. ,
,
.
,
, , .
: ,
,
video ,
: 827-
-
.
:
, ...
.
brand,
site.
/ 2 / 2018- 2018
2 ...
2
2.3 SOCIAL MEDIA STRATEGY
:
,
. Social Media
digital
.
H Digital
: Facebook Instagram Twitter YouTube
Social Media
(messaging strategy &
visual identity) .
.
digital
hashtag, online ,
,
.
hashtags
. hashtag #AegeanStars,
: 827-
hashtag , .
digital
activations paid ads
fan base
.
critical mass
user generated content
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, &
buzz user
generated content
:
...
,
.
Engagement
/ 12 / 2018- 2019
2 ...
2
2.4 MEDIA EVENT:
:
press event
,
.
.., ,
.
(, , )
( 30 ).
/
: 827-
. video.
(, , ,
, , )
,
,
Media Relations
:
...
Media Relations
/ 2018
: 827-
2 ...
2
2.5 ATL(Above The Line)
:
- ,
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video,
,
,
,
4 (3 1 )
25.000 ATL .
(media plan), media mix
.
60% google youtube ads 40% .
50% -
50%.
,
-
() .
:
...
,
/ 2018- 2018
2 ...
: 827-
2
2.6 &
:
. " : " -
,
- , On line
().
.
- .
- (
),
- , microsite
-
online
, ( , , ,
..),
. /
/ / ,
.
(1) micro-site :
(1)
. : . -
:
- ,
, ,
- (
) - , portals
: 827-
-
, ( 2 )
.. :
, ,
-
, partners (online native content /
),
.
(3) ,
( )
(3)
(3)
. Insta-Focus
insta-focus
instagrammers
,
(, )
travel blogger,
Instagram.
(ambassadors) .
Tumblr page
4
Instagram account
hashtags. , .
(3) (1 , 1, 1 )
: 2018
,
: 827-
2 ...
2
2.7 E-TOURISM - 2
:
, ,
, ,
, ,
.
online
, ,
/
,
,
/ e-
travel services, , -
,
best practices/ case studies
. , tripadvisor.com, skift.com,
thehotelguru.com
: 827-
,
/ ,
traveldailynews.com, natgeotraveller.uk, inyourpocket.com
/
,
,
,
,
:
, ,
,
.., ,
.
...
media
:
..
...
...
media
/ 2018
15.000 (. 24%)
2 ...
2
2.8 -
2
: 827-
:
... ,
,
.
(, , , ,
, ..) .
,
,
... ,
.
& :
.
,
case building,
,
.
,
.
,
: ,
, , ..
..,
,
.
...
media
:
..
...
: 827-
...
media
/ 2019
15.000 (. 24%)
3 MARKETING
3
3.1 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
,
-
last-minute booking
branding,
, ..
portals trivago tripadvisor portals niche
markets, .. Greentraveller . .
, budget, on line
portals. ,
Microsite,
, site/
Microsite/ landing page ,
.
: 827-
social media
brand
, ,
(.. , 25 - 55
)
,
,
.
:
social media
brand
, ,
(.. , 25 - 55
)
H
/ 2018 - 2020
43.500 (. 24%)
3 MARKETING
3
3.2 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
,
: 827-
-
last-minute booking
branding,
, .. portals trivago
tripadvisor portals niche markets.
, budget, on line
, portals. ,
Microsite,
,
site/ Microsite/
landing page ,
.
social media
brand
, ,
(.. , 25 - 55
)
,
,
.
:
.
social media
brand
, ,
(.. , 25 - 55
)
H
/ 2018 - 2020
17.400 (. 24%)
: 827-
3 MARKETING
3
3.3 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
,
-
last-minute booking
branding,
, .. portals trivago
tripadvisor portals niche markets.
, budget, on line
, portals. ,
Microsite,
,
site/ Microsite/
landing page ,
.
social media
brand
, ,
(.. , 25 - 55
)
,
,
.
:
.
social media
: 827-
brand
, ,
(.. , 25 - 55
)
H
/ 2018 - 2020
33.350 (. 24%)
3 MARKETING
3
3.4 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
,
-
last-minute booking
branding,
, .. portals trivago
tripadvisor portals niche markets.
, budget, on line
, portals. ,
Microsite,
,
site/ Microsite/
landing page ,
.
social media
: 827-
brand
, ,
(.. , 25 - 55
)
,
,
.
:
.
social media
brand
, ,
(.. , 25 - 55
)
H
/ 2018 - 2020
36.250 (. 24%)
3 MARKETING
3
3.5 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
Facebook, Instagram, Twitter, YouTube Google ad-
words,
,
-
: 827-
last-minute booking
branding,
, .. portals trivago
tripadvisor portals niche markets.
, budget, on line
, portals. ,
Microsite,
,
site/ Microsite/
landing page ,
.
social media
brand
, ,
(.. , 25 - 55
)
,
,
.
:
.
social media
brand
, ,
(.. , 25 - 55
)
H
/ 2018 - 2020
14.500 (. 24%)
: 827-
3 MARKETING
3
3.6 : BLOG E-
NEWSLETTER ...
:
blog
newsletter 10 ...
newsletter Visit Greece Discover Greece. ,
.
blog -
..., ,
storytelling. blog
brand ... blog
video blog. blog
.
blog.
blog.
blog ( 9 /
)
mailing lists newsletter
blog
newsletter
..
social media
...
brand
:
,
,
: 827-
.
..
social media
...
brand
H
/ 2018 2018
5.000 (. 24%)
3 MARKETING
4
4.1
:
,
branding ,
.
,
, brand.
: ,
, (hiking, cycling, birdwatching, , ,
), , (yachting, sea kayak, scuba, windsurfing),
, ( , ), (,
, , ), , (, ,
),
social media
A
: 827-
:
,
/ 2018 2018
39.600 (. 24%)
3 MARKETING
4
4.2
:
10
...
,
branding.
3 - 3.30 ,
branding (, , , , ).
,
1 , 1 30 max.
videos ,
, , &
.
... /
, social media ...
.. . ,
, .
...
:
,
brand
: 827-
/ 2018 2018
70.000 (. 24%)
4
5
5.1
:
32.. .
PHILOXENIA GREEK TRAVEL SHOW GREEK
TOURISM EXPO .
:
...
(B2B) .
:
...
/ 3 ,
/ 2018 2020
.
,
.
4
5
5.2
: 827-
:
... ,
20.. .
Vakantiebeurs WTM
3 stands ITB
.
:
... ,
,
(B2B) .
:
,
.
/ 5 & 2
/ 2018 2020
.
,
.
4
5
5.3
:
15..,
,
... .
Tour Natur .
:
...
.
(B2B) .
:
...
.
: 827-
/ 3 / 2018 2020
.
,
.
275.600 ( ... 24%)
5
275.600 ( ... 24%)
ATL ( ,
5 , )
6
6.1 .
6.2 .
6.3 .
6.4 .
6.5 ..
:
.
, ,
...
.
..514666/24.12.2014
,
. ,
, , , ,
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.
,
... ,
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, , .., .. , ).
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.
, .
: 827-
,
, ,
,
.
( 4.1).
, .
:
branding ,
,
..,
brand manual,
,
, ,
(.. , bird watching,
surfing, , , ,
, , ).
,
, B2B , ..
:
, .
2019- 2019
35.000 (. 24%)
ATL ( ,
5 , )
7
7.1 .
7.2 .
7.3 .
7.4 .
7.5 .
:
, ( , )
: 827-
.
,
,
, .
( ,
, ..)
, ,
.
.
(/ ...)
:
:
2018- 2019
10.000 (. 24%)
ATL ( ,
5 , )
8
8.1
...
:
, inflight magazines
Tour Operators, .
1. .
National Geographic Traveller
(120.000 ).
: 827-
.
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
. .
tour operator
.
:
brand ...
...
:
brand ...
...
2018- 2020
11.800 (. 24%)
ATL ( ,
5 , )
8
8.2 ..
:
, inflight
magazines Tour Operators,
.
:
1. .
: 827-
National Geographic Traveller
(120.000 ).
, .
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
.
tour operator
.
:
brand.
:
brand
2018- 2020
12.000 (. 24%)
ATL ( ,
5 , )
8
8.3 ..
:
, inflight
magazines Tour Operators,
.
:
: 827-
1. .
National Geographic Traveller
(120.000 ).
, .
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
.
tour operator
.
:
brand
:
:
brand
2018- 2020
4.800 (. 24%)
ATL ( ,
5 , )
8
8.4 ..
: 827-
:
, inflight
magazines Tour Operators,
.
:
1. .
National Geographic Traveller
(120.000 ).
, .
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
.
tour operator
.
:
brand.
:
brand
2018- 2020
9.200 (. 24%)
ATL ( ,
5 , )
: 827-
8
8.5 ..
:
, inflight
magazines Tour Operators,
.
:
1. .
National Geographic Traveller
(120.000 ).
, .
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
.
tour operator
.
:
brand
:
brand
2018- 2020
10.000 (. 24%)
: 827-
ATL ( ,
5 , )
8
8.6 ..
:
, inflight
magazines Tour Operators,
.
:
1. .
National Geographic Traveller
(120.000 ).
, .
2.
.
Wanderlust
.
3. : In-flight ( Blue
Aegean) Tour Operators
.
tour operator
.
:
brand.
:
brand
2018- 2020
4.000 (. 24%)
: 827-
6
9
9.1
:
,
, .
:
, ,
, ,
.
:
.
.
/ : -
2019 :
2019
6
9
: 827-
9.2
:
,
, .
:
, ,
, ,
.
:
.
.
/ : -
2019 :
2019
7.500 ( ... 24%)
6
9
9.3
:
,
, .
:
, ,
, ,
.
: 827-
:
.
.
/ : -
2019 :
2019
9.000 ( ... 24%)
6
9
9.4
:
,
, .
:
, ,
, ,
.
:
.
.
/ : -
2019 :
2019
7.500 ( ... 24%)
: 827-
6
9
9.5
:
,
, .
:
, ,
, ,
.
:
.
.
/ : -
2019 :
2019
7.500 ( ... 24%)
6
10
10.1
...
: 827-
:
, Brand
names .
. ...
.
,
online ,
.
:
-
brands
.
:
.
,
...
/ 2,5 / 2018 2020
6
10
10.2
...
: 827-
:
.
(key influencers mapping) -,
- - ,
.
:
-
brands
.
:
.
, ...
/ 2,5 / 2018 2020
6
: 827-
/
24% / -
/ - .
24%
ATL ( , ,
5 78.065 18.735 96.800
)
6 .. 28.226 6.774 35.000
6.1 .. 5.645 1.355 7.000
6.2 .. 5.645 1.355 7.000
6.3 .. 5.645 1.355 7.000
6.4 .. 5.645 1.355 7.000
6.5 .. 5.645 1.355 7.000
7 .. 8.065 1.935 10.000
7.1 .. 1.613 387 2.000
7.2 .. 1.613 387 2.000
7.3 .. 1.613 387 2.000
7.4 .. 1.613 387 2.000
7.5 .. 1.613 387 2.000
8 41.774 10.026 51.800
8.1
... 9.516 2.284 11.800
8.2 .. 9.677 2.323 12.000
8.3 .. 3.871 929 4.800
8.4 .. 7.419 1.781 9.200
: 827-