Transcript dhhsdhd - Mediterranean Luxury Travel Summit 2013

THE ROLE OF THE NEW
COMMUNICATION &DIGITAL
TECHNOLOGIES
The G.N.T.O. in the digital era
Traditional Content Marketing
Traditional Visitor info “tools”
Brochures
Television
maps
guidebooks
Special
editions
Posters
Traditional Visitor information “tools”
Call
centers
Info points
around
Greece
Offices
abroad info
points
In the Digital era
New technologies are changing visitors’ information
Content Marketing
Web Content
Marketing
In the Digital era
Traditional
content
marketing
Online
marketing
channels
Social Networks
Web
content
marketing
Why Online?
85% of leisure travelers
consider the internet
their main source for
planning travel
Auto management
Flexibility
Reaction in real time
Business & leisure travelers use
mobile more
57% of business
travelers use a
device to access
internet for travel
information in 2012,
up from
40%
in 2010
38% Of leisure
travelers use a
device to access
internet for travel
information in 2012,
up from
11%
in 2010
The G.N.T.O. online philosophy
•Greece is among the 10 most desired tourist
destinations worldwide!
•Online communication connects Greece to
special niches
•Tailor-made online content enhances
communication with new audiences
Web Content Marketing Channels
Applications
Newsletter
Social Media
+ Blog
www.visitgreece.gr
How do we use these
technology changes…
to meet travelers’ needs?
By being present in every
stage of their travel …
… to actually
TRAVEL with them
The 5 Stages of Travel
From Dreaming to Booking to Sharing
Dreaming
Sharing
Experiencing
Planning
Booking
Communication values
Anthropocentric
view
Authenticity
Historicity
Spontaneity
Simplicity
Communication Objectives
Contribute to the
implementation of
the tourism strategy
Highlight the real
image / identity of
Greece
Promote real
experiences to
authentic destinations
in Greece
Unveil less known
Greece
Social Networks
It’s all about sharing…
Videos
Travel Tips
Photos
Experiences
Sharing
experiences,
photos, videos
from Greece
The 5 Stages of Travel
Dreaming
The 5 Stages of Travel
Planning
From Dreaming to Booking to Sharing
The 5 Stages of Travel
From Dreaming to Booking to Sharing
Booking
Visit Greece
The 5 Stages of Travel
Experiencing
From Dreaming to Booking to Sharing
The 5 Stages of Travel
Sharing
…Traditional is nice!
Traditional marketing activities in fine
tuning with online projects
Public
Relations
Internation
al Tourism
Fairs
Product
placement
Stephen Fry
“I would prompt my compatriots to Visit Greece”
Over 5,5 million followers saw Stephen Fry's tweet about
Greece!
Applications
Vodafone GR + GNTO
Technology
Content
COMING UP: The new VISITGREECE.GR
As a response to the
Respond to the increasing demand
increasing demand
6 languages
Mobile Apps
Digital Collections
& Exhibits