Σχέδιο στρατηγικής & δράσεων για την Τουριστική Προβολή της Περιφέρειας Βορείου Αιγαίου 2018-2020

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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
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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
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2.1 .............................................................................................58
2.2 .. .............60
2.3 ..................................................................................61
2.4 ... .........................................................62
2.5 ... 2017 - 2020
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2.6 ...............................................................................................63
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BRANDING ... & .................................................................65
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1: __________________________8
2: 2001 - 2011 ___9
3: ,
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4: 2011 _______________2
5: 2016 2017 _____________________________________________7
6: Natura 2000 _____________________________________8
7: ______________________________11
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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
18: ( )
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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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13 2015 ...................41
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15 2015
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16 2015 ...................................43
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2015....................................................................................................................................................44
18 2015 .....................44
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20 2015 .........45
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22 2015
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23 2015 47
24 2015 ............47
25 2015 .................................48
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27 2015 ...................49
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29 2015........50
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11 (S-5) - -) -
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13: 2014 2015

5* 4* 3* 2* 1*
2015 2015 2015 2015 2015
2014 * 2014 * 2014 * 2014 * 2014 * 2014 2015*
0 0 0 0 8 8 10 10 7 7 25 25
0 0 0 0 187 187 253 277 115 115 555 579
0 0 0 0 362 362 465 516 223 223 1.050 1.101
0 0 11 11 44 45 43 43 11 11 109 110
0 0 501 501 1.819 1.860 972 972 178 178 3.470 3.511
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2 2 1 1 7 7 14 14 5 5 29 29
4
:
/
, 2 /
, 2016
: 827-
306 306 40 40 199 199 274 274 93 93 912 912

631 631 80 80 396 396 513 513 199 199 1.819 1.819
2 2 5 5 36 35 101 100 21 19 165 161
402 402 332 332 1.625 1.550 2.454 2.469 263 250 5.076 5.003
845 845 609 609 3.071 2.929 4.617 4.639 509 483 9.651 9.505
2 2 15 15 30 31 11 10 5 6 63 64
76 76 697 697 505 52 312 292 64 86 1.654 1.671
119 119 1.197 1.197 930 955 546 512 112 150 2.904 2.933
6 6 32 32 125 126 179 177 49 48 391 389
1.57 1.57 4.33 4.31 4.26 4.28 11.66 11.67
784 784 713 722
0 0 5 6 5 4 7 6
1.59 1.59 2.86 2.86 8.18 8.14 8.02 8.05 1.38 1.39 22.04 22.05

5 5 2 2 9 0 0 9 2 4 8 0
: .
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-
14: , 2010 - 2015

2010 2011 2012 2013 2014 2015

45.740 53.384 50.019 65.445 79.771 105.321

( 71.332 70.403 57.459 57.797 55.885 51.040
321.398 355.513 285.217 349.966 456.021 571.654
& 221.588 212.468 155.359 160.039 166.599 153.681
) * 37,0% 37,1% 28,1% 32,4% 39,1% 39,8%
* 22,5% 23,6% 17,9% 19,3% 21,3% 37,7%

78.585 86.533 81.027 95.753 102.027 108.264

( 41.129 34.239 24.657 25.319 27.430 26.176
586.835 640.755 595.545 700.779 729.724 726.360
& 164.096 131.727 90.512 111.857 123.321 116.455
) * 46,8% 45,9% 37,8% 39,0% 40,6% 44,3%
* 27,7% 28,5% 17,1% 22,0% 22,6% 23,4%

15.284 21.038 20.029 30.049 33.553 37.628

( 38.444 34.390 26.728 25.769 24.866 24.935
86.890 92.167 70.383 96.630 107.081 123.350
) 118.921 98.429 74.416 73.252 70.309 73.024
* 32,2% 28,1% 21,3% 24,8% 25,6% 28,2%

139.609 160.955 151.075 191.247 215.351 251.213

150.905 139.032 108.844 108.885 108.181 102.151

995.123 1.088.435 951.145 1.147.375 1.292.826 1.421.364
504.605 442.624 320.287 345.148 360.229 343.160
* 38,7% 37,8% 29,9% 32,9% 35,9% 38,9%
* ( )
:
: 827-
15: 2010 - 2014 ( )

2010 2011 2012

59.746 43.579 103.325 58.869 50.441 109.310 48.669 46.956 95.625
33.074 77.219 110.293 26.613 84.788 111.401 19.661 79.900 99.561
38.444 15.284 53.728 34.390 21.038 55.428 26.728 20.029 46.757
11.586 2.161 13.747 11.534 2.943 14.477 8.790 3.063 11.853
8.055 1.366 9.421 7.626 1.745 9.371 4.996 1.127 6.123
150.905 139.609 290.514 139.032 160.955 299.987 108.844 151.075 259.919
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-
(: -6,20%, : -6,60%, : -1,20%, : -

5,10%) .. ,
2,10%.
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-
20: 2010 2016

% % % % %
-17,60% -58,15% -23,14% -69,24% 141.79 -36,22%
2016 10.578 31.645 97.355 2.219
7
+29,79% -1,86% +3.33% -12,24% 222.33 +2,11%
2015 12.838 75.613 126.667 7.214
2
+7,56% +36,31% +18,28% -5,86% 217.74 +22,26%
2014 9.891 77.043 122.586 8.220
0
+25,78% +18,72% -1,87% +3,55% 178.09 +5,40%
2013 9.196 56.522 103.643 8.732
3
+14,41% -24,29% -10,64% -13,10% 168.97 -14,69%
2012 7.311 47.611 105.615 8.433
0
+14,58% +1,74% +14,09% -19,80% 198.06 +8,18%
2011 6.390 62.887 118.188 9.704
9
183.08
2010 5.577 61.814 103.594 12.099
4
: /
, 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
1.091 , 13 ,
84 .
: 827-

.

.
,
2 ( ).

.
1 2 .
340.000
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
85% online. 38%

37% 2 - 3 . 69%
, 87% -
all-in-package-price.

(83%), (72%) / (67%).
20 2015
1.167 , 9,9 ,
118 .

35 - 54 (69%). .

(74%).
: 827-
21
2015
77% 50%
all-in-package price.
. 50%
36% 4 - 6 .
22 2015

1.234 , 9,7 ,
127 .

(72%),
(64%), (57%) (56%).
: 827-
23
2015
, ,

.
24 2015
: 827-

.

.
2005 2015 ,
, ,
, , spa,
, club.
22%
, 61%
.
34% tablets.
68% (
Facebook), (magazines) .
25 2015
: 2016
2015
(37%) (67%),
(, ) (30%)
(26%).
.

.
.

.
10 :
,
,
, ,
.
: 827-

, 1

2015 ,
(44%) (39%)
,
.
26
2015
: 2016
2015
,
(28%), (27%)
(23%).
27 2015
: 2016

: 827-
25-64 ,
35-44 .
.

(89%) (45%).
28
2015
56% online. 31% 2 - 3

27% .
80% & . 72%
- all-in-package-price.
&
(83%), (80%), (80%).
29 2015
1.204 11,9 ,
101 .
: 827-

45-64 (61%).
.

.
30
2015
91%
all-in-package price.
. 51 %
39% 2 - 3
.
31 2015

1.598 , 16,82 ,
95 .
: 827-

/ (64%),
(95%), (80%), (41%)
(41%).
32
2015
, ,

.
33 2015
: 827-

300% 2015 2014.

43% tablets (
).
59% , Facebook
1.
2015
(45%), (44%),
(26%) (, ) (23%).
1%
19%
13%
10%
/ 7%
26%
22%
(, .) 23%
45%
44%
0% 10% 20% 30% 40% 50%

34 2015
: 2016
2
.
675 .

,
.
:
o ,
o ,
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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
84% online. 32% 2 - 3

32% 4 - 6 .
77% . , 61%
- all-in-package-price.
38 2015

(90%) (80%)
(77%).
1.015 , 10,2 ,
100 .
: 827-

45,2
. .

(92%).
39
2015
97% .
(75%).
48% 2 - 3 .
40 2015

: 827-
847 , 8,92 ,
95 .

/ (64%),
(62%), (46%) (45%).
41
2015
, ,

.
42 2015

,
,
2015 250.969.
: 827-
2.

... (2017 2020) 5
(2014 - 2020),
... (2015 2019)
. ,
,
...,

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2.1

2014-2020 2 & ,
,
,
.
, 2014 2020
,
6.

(
), ,
.
,
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.
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7. ,

8.
5
, 2014 2020
(2013)
6
, 2014 2020
(2013), . 4
7
, 2014 2020
(2013), . 5
8
..
: 827-

2014 20209 :
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(, , ,
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10.

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9
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(2013), . 19-21
10
, 2014 2020
(2013), . 49
: 827-
2.2
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(2014-2020)
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.
-

,
... 2017 2020.

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:

,

,

:

- .

,

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,

,
.
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(RIS3),
-
,
. ,
,
,
,
: 827-
,
11.
2015
2019 - : , SWOT,
:

(destination management)
,

(,
)

12
2.3
...

2015 -2019,

...:

.

.
, ,
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13
3 /
,
, ,
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,
,
,

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, ,

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,
.
2.6
,
,
:
1. Branding
2. ...
3. & marketing
4.
5. ATL ( , , )
6.
(..) (..)

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(destination branding) .. 5 ATL (
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15
: brand. :
brand, . ,
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.
brand,
. (
, 2016, . 102)
: 827-
.. 2 .. 2

..
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marketing
.. 4 .. 3 &
marketing
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)
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.. 5 - .. 3 &
marketing
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, ,
)
.. 6

(..)
(..):
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...
.. 2 .. 2
...
.. 3 & .. 3
marketing .. 4
.. 4 .. 5
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.. 8
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: 827-

10

3.
...
2017 - 2020
1
BRANDING
BRANDING ... &

. branding
,
,
,
.
,
. branding
,
.
branding (
),
,
,
(brand unique value proposition brand
essence, ,
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: 827-
.
branding
(, ,
.. ),
.

.
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( - ,
).
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(activity providers),
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( ). ,
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.
: 827-

- , (, , ,
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(unique selling proposition).
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marketing

( , ,
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...,
branding
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,
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,
sea and sun,
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activities site ,
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: 827-
, , ,
.
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.

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,
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...
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(yacht
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tours:
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tours: ,
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events
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:
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,

,
spa .
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,
.
: 827-
branding ..
, branding
.
: 827-
BRANDING
masterbrand

GREECE
ATTIKH Umbrella
brand
islandbrands
Sea & Sun Hiking/ Sailing/Yach Culture Religion products

Nature ting
Gastronomy Cruising Thermal Birdwatchin

g
Cycling Wedding
: 827-
1.1: Branding

...
,
.

branding sea & sun
..
1.2: Branding ...
...
:
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)
1.2.2 / ... (
, , ,
, )
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1.2.4 ( /)
Branding:

:
1.

,
, ,
.
2.

3.
4. Positioning (
, )
5.
6.
7. -
story-telling, manual , logos
8.
1: Branding ... &

/ 1 : 50.000 (. 24%)
1.1: 30.000 (. 24%)
1.2 : 20.000 (. 24%)
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: 827-

...
2:

,

... ,

,

. -
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2016.
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...,

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(, &
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:
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 : .
6 Insta Focus 24,800

7 e-tourism 2 15,000
: 827-
8 - 2 15,000

,

16.
2.1: site
SEO
concept based website

.
,
(Search Engine
Optimization).
,
,

.
concept based website 10 -

:

story telling

,
, -
...
engagement

-

..
/
site ,
(calls to action)
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

Discover your Experience /

: , &
, , ,
,
,

(grindview)

,

Share your Experience

.

,

/

links websites
social media
About
10 site
blog posts preview
,

, .

story telling

blog posts

Hashtag #AegeanStars To hashtag hashtag

social media

#hashtag

-
photogallery
video gallery
Instagrram
videos youtube
: 827-
channel,

, :
- website ( )
-
- ,

,
. Beta

. beta
.
2. SEO
Search Engine Optimization ( SEO),
o
( )
Google . site,
(SEO), 10
. .
.. 10 Google
. 2 3
Google.

.
awareness,
brand .
conversions
- ,
.
On Site SEO Strategy

(SERPs),
.
:
(Page Titles) (h1, h2, ...)
(content optimization)
Keywords
Internal External links
(Anchor Text optimization)
Meta tags
Off Site SEO Strategy

Google
site sites.
:
Campaign monitoring
: 827-
site link Building Campaigns.

Campaign Monitoring statistics e-
metrics site. :
Google Analytics
site
Reporting website statistics (12 per year)
Strategy & Update
Quarterly Strategy Review & Evaluation Strategy Update
2.1 site SEO
:
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.
VISUAL Voice Over

: 827-

10
.
super .

.
.
.:
.
traveling .
.
super: ,
.
.

.
super:

,
.
super:

,
, ,
,
. .
supers:
.
: 827-
windsurfing.
super: ,
scuba diving
.
super: .
.
super:
travelling . ,
super: ,
travelling ,
. .
super:
.
super:
extreme zoom out . .

. .
.
.
background .
. .

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-
Url youtube & Url site

(call to action) & url social media
Visuals
customized thumbnails. video
customized photo
. logo
.
About Section
.
video
.
.
Youtube pre-roll campaign

To video .
-
.
T video content YouTube
pre-roll campaign
.
targeting,
videos , , , nightlife,
.
2.2
:
1 video
1 youtube campaign ( video content, pre-roll
campaign 15 , targeting - -)

site: - 2018 (2 )
: 12.400 (. 24%)
2.3 Social Media Strategy
,

. 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
- -
INSTAGRAM
: 827-
Instagram
-
.
hashtags
.
Repost user generated content instagrammers
.
Follow accounts
:
instagram (social ad
campaigns), (targeting) insights .
instagram :
-
- ( )
- ( )
:
-

- followers base
-Engagement
-
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.
2.3 Social Media Strategy

:
1. 3 facebook, twitter,
instagram

2. 3 (facebook, twitter, instagram)
Youtube (
video.
: )
,
) ,
)

3. 3
max. 1 facebook, instagram youtube,

: 2018 2019
: 12.400 (. 24%)
2.4 Media event:

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
2.4 Media Event

: 2018
: 18.600 (. 24%)
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-
sponsored stories ( advertorials, )

, ATL ( online
)
(banner campaigns)
:
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.. : . -

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
Instagram
.
Instagram ,
,
. focus

Instagram.

insta-focus

instagrammers
.

, (, )
travel blogger,

Instagram.
(ambassadors)
.
: 827-

Tumblr page
4
Instagram account
hashtags. ,
.
/
) ,
,
,
) travel blogger, Instagram

,
,
/ .
,

Tumblr page site ...

(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,
airtickets.gr, TripinView.gr, skyscanner.com, booking.com).
Think tank
think tank ,
,
, .

.
:
(, , Scuba) , ,

.
: 827-
& .

.., ,

.
- -
,
:
,

,

hard copy
Media
(follow up)

,

,
, :
, , -
branding, ,
,
,
/
Reporting
2.7 e-tourism B2b

:
/ 15 /

: 2018
: 15.000 (. 24%)
2.8. - 2

... ,
,
.
(, , ,
, , ..) .

, ,

: 827-
... ,
.
&

.

,
case building,

,
.

, .
,

: ,
, , ..
()

()
.
()
.

..,
,

.
- -
,
:
,

,

hard copy
Media
(follow up)

,

,
, :
, , -
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 ,
.
digital marketing microsites

:

H
social media

brand
, ,
(.. , 25 - 55
)

,

.
( ) 3 minimum.
budget
3.

digital marketing
campaigns .. (, , , , ),
-

digital marketing campaign ,
, .
, .. Microsite landing page,
Flyers banners .. banner
Google, Facebook, cover photo
Facebook instagram, banner tripadvisor
portal
H

( ) ( )
: 827-
, .. 3
:
3.1 & digital marketing campaigns
:
3 digital marketing / social media campaigns (
)

: 2018 - 2020
: 43.500 (. 24%)
:
)

: 2018 - 2020
: 17.400 (. 24%)
:
)

: 2018 - 2020
: 33.350 (. 24%)
:
)

: 2018 - 2020
: 36.250 (. 24%)
: 827-
:
)

: 2018 - 2020
: 14.500 (. 24%)
3.6 : blog e-newsletter ...
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.
3.6 : blog e-newsletter ...

:
blog ( 9
/ )
mailing lists newsletter
blog
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
:
4.1
,

branding ,

, :
social media
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
(, ,
)
12 13 11 6 6
76 76 76 52 50

,
.
, .
:

,
( )
: 827-
330 , ,
.NEFF .JPEG
..., . ...
.
/

.

(
), portfolio
( , ).

.

(
), .
4.1
:
330 ,

( , ,
)

: 2018 - 2018
: 39.600 (. 24%)
4.2
10
...
,
branding.
3 - 3.30 ,
branding (, , , ,
). ,
1 , 1 30 max.
videos
, , , &
.
...
/ ,
social media ... ..
: 827-
. , ,
.
-

,
,
,
, ,
,
.

.
,
.
:

,
, / , /
.
( : , ,
) ,
portfolio
/ .

,
portfolio .
:
/ :
4K

:
: 2, Ultra High Definition
:
1. ,
,

.
.
.
: 827-
2. , ,
: (,
, sea kayak, windsurf, surf, kite, SUP), , hiking,
, , (,
, ), ,
, .
.
3.
.
4.
, .
5. To concept

Branding.
, .
,
.
6. .
7. ,
(url social media) .
8. , ,
.
9. copyright
1. (1) 3 - 3.30
2. (5) 1-1.30
, ,
, &
3. (1) 3 - 3.30
4. (3) 1-1.30
&
( windsurfing)
5. (1) 3 - 3.30
6. (5) 1-1.30
, ,
, (Hiking,
, ),

7. (1) 3 - 3.30
8. (5) 1-1.30
(),
, , , .
9. (1) 3 - 3.30
10. (3) 1-1.30
- ,
,
: 827-
/ ..
5 3
Max. 3- Max. 1 - Max. 60
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
), ,
.
(. Philoxenia /
Greek Travel Show Greek Tourism EXPO )

, ,

,
(B2B).
H 2
( , )

, .

, ...,
,

/
.
.

,
.
: )
... /
) ,

... .
...,

- ...
.
: 827-
(
... )

.
..,
, ,
:

...

stand -

'
( . ) ,
.

...,

.
,
...
5.1
... ,

. ,
32.., :
PHILOXENIA

33 .
Greek Travel Show Greek Tourism Expo

...
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
...

,
Vakantiebeurs , ITB WTM
.

...
,
.

... 3
stands, , ,
10 ...
stand
, ...,

.

... ,
, ,
,
, .

...
2018 31/12/2020 7.
... 3 stands
Vakantiebeurs WTM
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 .
Tour Natur .

. 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 (
, , )
6:

.
, ,
...

.
..514666/24.12.2014
,
.
, , , ,
, , ,
, (, )
, ,
, .
,
... ,
(..
, , .., .. , ).
branding
, ,
..,
brand manual,
,
, ,
(.. , bird watching, surfing,
, , ,
, , ).
, , ,
.

,
.
,
, ,
,
.
( 4.1).
: 827-

, .

,
...
, ,
.
: 22 16,6 . () 44 16,6 ()
: 16 (12 + 4)
: velvet 150 gr.
:
:
:
:

: 1.500 ,

, .
1.500
: 4.000-6.000-8.000-10.000
..
6.1 .. 4.000 7.000

6.000
6.2 .. 4.000 7.000

6.000
6.3 .. 4.000 7.000

6.000
6.4 .. 4.000 7.000

6.000
6.5 .. 4.000 7.000

6.000
50.000 35.000
6.1 .
:
4.000 ..
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 (
branding ( 1) /
(. 4.1 )
: 827-
7:

, ( , )
.
,
,
, .
( ,
, ..)
, ,

.
.
(/ ...)
7.1 .. 2.000
7.2 .. 2.000
7.3 .. 2.000
7.4 .. 2.000
7.5 .. 2.000
10.000
7:
: ,
.
: 2018 - 2019
: 10.000 (. 24%)
: 827-
8:

, inflight magazines
Tour Operators,
.
.
:
1. .

National Geographic
Traveller (120.000 ).

.
2.
.
Wanderlust
.
3. : In-flight (
Blue Aegean) Tour Operators
. .

tour operator
.
, ,
,
.

. ,

.

, 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:

,

,
.
,
...
,
, , ,
.
:
1.
(, ).
2. ,

.
,
(
, , , ),

.
9.1

: (-)
,
, , ,
, ,

: : - 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
.
10.1 ...

( )
,
online ,

.

.
10.1 ...

:
1 ( )
1 ( )
: 4.000 (. 24%)
10.2
...
,

.
: 827-
(key influencers mapping) -,

- - ,

.
10.2
...
:
1 ( )
: 4.000 (. 24%)
: 8.000 (. 24%)
: 2018- 2020
: 827-

: 827-

BRANDING
1
1 BRANDING ... &
1.1 BRANDING ...
:
...

,
.
branding
sea & sun
..
, ,
,
, .
... ,
.

:

, ,
(brand unique value proposition
brand essence ,
/
, ,
.
, , ..
)
...
/ 3 / 2018- 2018
30.000
BRANDING
1
1 BRANDING ... &
: 827-
1.2 BRANDING
...
:
...
:
1.2.1 .. (hiking, cycling, birdwatcing, ,
)
1.2.2 / ... (
, , ,
, )
1.2.3 (, sailing, yachting)
1.2.4 ( /)
,
...

.

:
, ,
.
/ 3 / 2018- 2018
20.000 ( ... 24%)
50.000 ( ... 24%)

1
50.000 ( ... 24%)

2 ...
2

2.1 SITE
SEO
: 827-
:
concept based website

.
,
(Search Engine Optimization).
,

,
.
one stop destination web site,

(SEO), ...

:
,
brand, .
conversions - ,
.
/ 4 / 2018- 2018
20.000 ( ... 24%)

2 ...
2

2.2 VIDEO
:
video . video
site you tube.
video,
. ,
,
.
,
, , .
: ,
,
video ,
: 827-
-
.

:
, ...
.
brand,
site.
/ 2 / 2018- 2018
12.400 ( ... 24%)

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
Engagement
, &
buzz user
generated content

:
...
,
.

Engagement

/ 12 / 2018- 2019
12.400 ( ... 24%)

2 ...
2

2.4 MEDIA EVENT:
:
press event
,
.
.., ,
.
(, , )
( 30 ).

/
: 827-
. video.
(, , ,
, , )
,

,

Media Relations

:
...

Media Relations
/ 2018
18.600 ( ... 24%)
: 827-

2 ...
2

2.5 ATL(Above The Line)

:

- ,
() .
, , site
video,
,
,
,
4 (3 1 )
25.000 ATL .
(media plan), media mix
.
60% google youtube ads 40% .
50% -
50%.
,
-
() .

:
...

,
/ 2018- 2018
124.000 ( ... 24%)

2 ...
: 827-
2

2.6 &
:
. " : " -
,
- , On line
().

.
- .
- (
),
- , microsite

-
online
, ( , , ,
..),
. /
/ / ,
.
(1) micro-site :

(1) facebook campaign
(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-
- online native content

- social media buzz,

-
-

:
...

social media

,
/ 2018- 2018
52.100 ( ... 24%)

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%)
279.500 ( ... 24%)

2
279.500 ( ... 24%)

3 MARKETING
3
3.1 & DIGITAL MARKETING
CAMPAIGNS
:
marketing
.
Digital marketing campaigns, microsites / landing pages
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
CAMPAIGNS
:
marketing
.
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
CAMPAIGNS
:
marketing
.
words,

,

-

last-minute booking

branding,
, 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
CAMPAIGNS
:
marketing
.
words,

,

-

last-minute booking

branding,
, 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
CAMPAIGNS
:
marketing
.
words,

,

-

: 827-
last-minute booking

branding,
, 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 e-newsletter ...,

, ,
. blog mailing list
newsletter. mailing lists
e-newsletter
, e-newsletter.
blog ( 9 /
)
mailing lists newsletter
blog
newsletter

..
social media
...
brand

:
,
,
: 827-
.
..
social media
...
brand

H
/ 2018 2018
5.000 (. 24%)
150.000 ( ... 24%)

3

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%)
109.600 ( ... 24%)

4
259.600 ( ... 24%)

4
5
5.1
:

32.. .
PHILOXENIA GREEK TRAVEL SHOW GREEK
TOURISM EXPO .
:
...
(B2B) .

:

...
/ 3 ,
/ 2018 2020
27.600 ( ... 24%)

.
,
.

4
5
5.2
: 827-
:
... ,
20.. .
Vakantiebeurs WTM
3 stands ITB
.
:
... ,
,

(B2B) .

:

,
.
/ 5 & 2
/ 2018 2020
192.800 ( ... 24%)

.
,
.

4
5
5.3
:
15..,
,
... .
Tour Natur .
:
...
.
(B2B) .

:
...
.
: 827-
/ 3 / 2018 2020
55.200 ( ... 24%)

.
,
.
275.600 ( ... 24%)
5
275.600 ( ... 24%)
ATL ( ,
5 , )
6

6.1 .
6.2 .
6.3 .
6.4 .
6.5 ..
:
.
, ,
...

.
..514666/24.12.2014
,
. ,
, , , ,
, , ,
(, ) ,
, ,
.
,
... ,
(..
, , .., .. , ).
, , ,
.

, .
: 827-
,
, ,
,
.
( 4.1).

, .
:
branding ,
,
..,
brand manual,
,
, ,
(.. , bird watching,
surfing, , , ,
, , ).
,
, B2B , ..

:
, .
2019- 2019
35.000 (. 24%)
35.000 ( ... 24%)

6
ATL ( ,
5 , )
7

7.1 .
7.2 .
7.3 .
7.4 .
7.5 .
:

, ( , )
: 827-
.
,
,
, .
( ,
, ..)
, ,

.
.
(/ ...)
:

:

2018- 2019
10.000 (. 24%)
10.000 ( ... 24%)

7
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-

(120.000 ).

, .
2.
.
Wanderlust
.
.
tour operator
.
:

brand.

:

brand

2018- 2020
12.000 (. 24%)
ATL ( ,
5 , )
8

8.3 ..
:
, inflight
.

:
: 827-
1. .

(120.000 ).

, .
2.
.
Wanderlust
.
.
tour operator
.
:

brand

:

:

brand

2018- 2020
4.800 (. 24%)
ATL ( ,
5 , )
8

8.4 ..
: 827-
:
, inflight
.

:
1. .

(120.000 ).

, .
2.
.
Wanderlust
.
.
tour operator
.
:

brand.

:

brand

2018- 2020
9.200 (. 24%)
ATL ( ,
5 , )
: 827-
8

8.5 ..
:
, inflight
.

:
1. .

(120.000 ).

, .
2.
.
Wanderlust
.
.
tour operator
.
:

brand

:

brand

2018- 2020
10.000 (. 24%)
: 827-
ATL ( ,
5 , )
8

8.6 ..
:
, inflight
.

:
1. .

(120.000 ).

, .
2.
.
Wanderlust
.
.
tour operator
.
:

brand.

:

brand

2018- 2020
4.000 (. 24%)
: 827-
51.800 ( ... 24%)

8
96.800 ( ... 24%)

6
9

9.1

:
,

, .
:

, ,
, ,
.

:
.

.
/ : -
2019 :
2019
9.000 ( ... 24%)

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%)
40.500 ( ... 24%)

9

6
10

10.1
...

: 827-
:

, Brand
names .

. ...

.

,
online ,
.

:
-
brands

.

:
.

,
...
/ 2,5 / 2018 2020
4.000 ( ... 24%)

6
10

10.2
...

: 827-
:

.
(key influencers mapping) -,
- - ,

.
:
-
brands

.

:
.

, ...

/ 2,5 / 2018 2020
4.000 ( ... 24%)
8.000 ( ... 24%)

10
48.500 ( ... 24%)
6
: 827-
/
24% / -
/ - .
24%

2018 2019 2020

1 Branding ... 40.323 9.677 50.000
1 Branding .. 40.323 9.677 50.000
1.1 Branding 24.194 5.806 30.000
1.2 Branding ... 16.129 3.871 20.000
2 ... 225.403 54.097 279.500
..2 "
" 225.403 54.097 279.500
2.1 site SEO 24.194 5.806 30.000
2.2 video 10.000 2.400 12.400
Social Media Strategy "
2.3 " 10.000 2.400 12.400
2.4 Media Event 15.000 3.600 18.600
2.5 ATL 100.000 24.000 124.000
2.6
2.6. " : " 7.016 1.684 8.700
2.6. : " . " 15.000 3.600 18.600

2.6. Insta-Focus 20.000 4.800 24.800
2.7 E-TOURISM - 2 12.097 2.903 15.000
2.8 - 2 12.097 2.903 15.000
A3 & marketing 209.355 50.245 259.600
3 120.968 29.032 150.000
3.1 & digital marketing campaigns 35.081 8.419 43.500
: 827-

3.6 blog e-newsletter ... 4.032 968 5.000
4 88.387 21.213 109.600
4.1 31.935 7.665 39.600
4.2 56.452 13.548 70.000
4 222.258 53.342 275.600

5 222.258 53.342 275.600
5.1 22.258 5.342 27.600
5.2 155.484 37.316 192.800
5.3 44.516 10.684 55.200
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-
8.5 .. 8.065 1.935 10.000

8.6 .. 3.226 774 4.000
6 31.048 7.452 38.500

9
24.597 5.903 30.500
9.1
5.645 1.355 7.000
9.2
4.435 1.065 5.500
9.3
5.645 1.355 7.000
9.4
4.435 1.065 5.500
9.5
4.435 1.065 5.500
10
6.452 1.548 8.000
.10.1 ...
3.225 775 4.000
.10.2
... 3.225 775 4.000
806.452 193.548 1.000.000
: 827-

Σχέδιο στρατηγικής &amp; δράσεων για την Τουριστική Προβολή της Περιφέρειας Βορείου Αιγαίου 2018-2020

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: 827-

1.1.3 (PEST analysis)

279 GR4110002 SCI AGIOS EFSTRATIOS KAI PARAKTIA 6283,75

284 GR4110007 SPA LESVOS: PARAKTIOI YGROTOPOI KOLPOU 3513,05

286 GR4110009 SPA NISIDES LESVOU (SYMPLEGMA 103,15

287 GR4110010 SPA NOTIODYTIKI CHERSONISOS, 28819,44

288 GR4110011 SPA OROS OLYMPOS LESVOU 14787,89

294 GR4120003 SCI SAMOS: OROS KERKETEFS - MIKRO KAI 6683,42

295 GR4120004 SCI IKARIA - FOURNOI KAI PARAKTIA ZONI 12909

296 GR4120005 SPA NISOS IKARIA (NOTIODYTIKO TMIMA) 7404,62

297 GR4120006 SPA NISOS FOURNOI KAI NISIDES THYMAINA, 4587,16

298 GR4120007 SPA SAMOS: ALK PSILIS AMMOU 42,88

299 GR4120008 SPA SAMOS: OROS KERKIS 9136,84

301 GR4130002 SPA NISIA ANTIPSARA KAI NISIDES DASKALIO, 469,76

302 GR4130003 SPA VOREIA CHIOS 32568,76

LGLM LGMT LGHI LGSM LGIK

LXS MJT JKH SMI JIK

13: 2014 2015

306 306 40 40 199 199 274 274 93 93 912 912

14: , 2010 - 2015

15: 2010 - 2014 ( )

(: -6,20%, : -6,60%, : -1,20%, : -

20: 2010 2016

85% online. 38%

56% online. 31% 2 - 3

0% 10% 20% 30% 40% 50%

84% online. 32% 2 - 3

BRANDING ... &

Sea and Sun: ... ,

Sea & Sun Hiking/ Sailing/Yach Culture Religion products

Gastronomy Cruising Thermal Birdwatchin

1.2: Branding ...

1: Branding ... &

6 Insta Focus 24,800

concept based website

concept based website 10 -

Discover your Experience /

Share your Experience

Hashtag #AegeanStars To hashtag hashtag

On Site SEO Strategy

Off Site SEO Strategy

site link Building Campaigns.

2.1 site SEO

VISUAL Voice Over

extreme zoom out . .

Url youtube & Url site

Youtube pre-roll campaign

2.3 Social Media Strategy

2.3 Social Media Strategy

2.4 Media event:

2.4 Media Event

sponsored stories ( advertorials, )

2.6.. " : " -

2.7 e-tourism B2b

digital marketing microsites

3.1 & digital marketing campaigns

3.2 & digital marketing campaigns

3.3 & digital marketing campaigns

3.4 & digital marketing campaigns

3.5 & digital marketing campaigns

3.6 : blog e-newsletter ...

3.6 : blog e-newsletter ...

Greek Travel Show Greek Tourism Expo

6.1 .. 4.000 7.000

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