Visit Greece’s Oenorama 2020 Campaign, A campaign by the government of Greece, for promotion of tourism from eastern European Countries and Americas, for the western Europe country Greece
•Download as PPTX, PDF•
0 likes•1,258 views
ACADEMIC LEVEL Undergrad. (yrs 3-4) DISCIPLINE Public Relations DOCUMENT TYPE PowerPoint Presentation (Speaker Notes) SPACING DOUBLE CITATION STYLE Not Applicable
Recommended
More Related Content
What's hot
What's hot (16)
Similar to Visit Greece’s Oenorama 2020 Campaign, A campaign by the government of Greece, for promotion of tourism from eastern European Countries and Americas, for the western Europe country Greece
Similar to Visit Greece’s Oenorama 2020 Campaign, A campaign by the government of Greece, for promotion of tourism from eastern European Countries and Americas, for the western Europe country Greece (20)
More from Writers Per Hour
More from Writers Per Hour (20)
Recently uploaded
Recently uploaded (20)
Visit Greece’s Oenorama 2020 Campaign, A campaign by the government of Greece, for promotion of tourism from eastern European Countries and Americas, for the western Europe country Greece
- 2. Client/organization background Oenorama, the top Greek wine exhibition in the world, occurs from October 31st to November 2nd at the Zappeion Megatron in Athens (Oenorama, 2020).
- 3. Opportunity Oenorama is aimed at boosting the Greek wine industry. It further is expected to boost tourism.
- 4. Host country's political system and corruption perception index Greece has a parliamentary democracy(Freedom House, 2015). Greece is the 60 least corrupt country out of 180 nations as per the 2019 Corruption Perceptions Index. Greece Corruption Index 1995-2019
- 5. Economic environment Greece’s economy is the 15th biggest in the 27-member European Union and the 34th biggest nation globally by nominal gross domestic product(Central Intelligence Agency, 2019).
- 6. Host nation’s media system Greece is placed at number 65 out of 180 nation’s in RSF’s 2019 World Press Freedom Index.
- 7. Host country’s literacy rates TOTAL MALE FEMALE Literacy rate (%) 15 – 24 YEARS 99.16 99.26 99.07 2018 15 YEARS AND ABOVE 99.94 98.51 97.39 2018 65 YEARS AND ABOVE 95.19 97.72 93.17 2018
- 8. Media penetration The media market in Greece is typified by a TV market that is facing challenges, and a feeble print sector(Kalogeropoulos, 2019).
- 9. Internet penetration As at January 2020, Greece had 8.3 million internet users(Kemp, 2020).
- 10. Hofstede's cultural dimensions 0 20 40 60 80 100 120 Power Distance Individualism Masculinity Uncertainty Avoidance Long Term Orientation Indulgence Greece Column2 Column1 Column3
- 11. Primary & secondary publics The primary publics will be tourists from the Americas and Eastern European countries. The secondary publics will be the Greek National Tourism Organization as well as the Athens city government.
- 12. Output/Impact objectives and Campaign timetable The campaign seeks to improve the perception of Greek wine and encourage visitors to attend the wine festival. ACTIVITY DATE FIRST MARKETING MEETING April 9 PRODUCTION OF THE CAMPAIGN May DISTRIBUTION OF THE CAMPAIGN June 1st – November 2 CONCLUSION OF THE CAMPAIGN November 2
- 13. Theme & key messages The event will be themed around the Greek gods and goddesses. The key message sent out would be for the visitors to sample the Greek wine and to attend the festival.
- 14. Actions and Media To attract the audience, the campaign will be conducted across platforms. The campaign will further consist of tailored messages to ensure that each age- group is successfully targeted.
- 15. Implementation
- 16. Evaluation There are various metrics that will be applied in measuring the effectiveness of the marketing campaign. They include the review of sales numbers, measuring social media effectiveness, reviewing consumer responses, and web page views (Bialik & Fry, 2019).
- 17. Conclusions This campaign aims to promote the Oenorama festival, and essentially Greek tourism. It is clear that the festival has experienced growth through the years, and its present status is worthy of both local and international visitors. The event needs to be promoted aggressively, across various platforms, using creative, informative and engaging messaging.
- 18. References AthensLive News. (2017 , June 7). Greek Press Freedom is pronounced a “continued disappointment” by experts and public opinion. Retrieved from Medium: https://medium.com/athenslivegr/greek-press-freedom-is- pronounced-a-continued-disappointment-by-experts-and-public-opinion-9ea15d0c7982 Belyh, A. (2015, July 20). How to Measure the Effectiveness of Marketing Campaigns. Retrieved from Cleverism: https://www.cleverism.com/how-to-measure-effectiveness-of-marketing-campaigns/ Bialik, K., & Fry, R. (2019, February 14). Millennial life: How young adulthood today compares with prior generations. Retrieved from Pew Research Center: https://www.pewsocialtrends.org/essay/millennial-life-how- young-adulthood-today-compares-with-prior-generations/ Bouras, S. (2020, February 26). The Greek economy is roaring back—which could lead to the mass eviction of homeowners. Retrieved from Fortune: https://fortune.com/2020/02/26/greek-economy-evictions-homeowners- loans-defaulting/ Briggs, P. (2020, March 12). Generation X. Retrieved from eMarketer: https://www.emarketer.com/topics/topic/generation-x Central Intelligence Agency. (2019). The CIA World Factbook 2019-2020. New York: Skyhorse Publishing.
- 19. References cont’d Countryeconomy.com. (2019). Greece - Literacy rate. Retrieved from Countryeconomy.com: https://countryeconomy.com/demography/literacy- rate/greece Freedom House. (2015, April 28). Greece. Retrieved from Freedom House: https://freedomhouse.org/country/greece Hofstede Insights. (n.d.). What about Greece? Retrieved from Hofstede Insights: https://www.hofstede-insights.com/country/greece/ Institute of Media and Communications Policy. (2015, April 24). Country Profile: Greece. Retrieved from Institute of Media and Communications Policy: https://www.mediadb.eu/en/europe/greece.html Iosifidis, P., & Boucas, D. (2015, May 1). MEDIA POLICY AND INDEPENDENT JOURNALISM IN GREECE. OPEN SOCIETY FOUNDATIONS. Kalogeropoulos, A. (2019, May 24). Greece. Retrieved from Digital News Report: http://www.digitalnewsreport.org/survey/2019/greece-2019/ Kemp, S. (2020, February 18). Digital 2020: Greece. Retrieved from Data Reportal: https://datareportal.com/reports/digital-2020-greece Oenorama. (2020). THE EXHIBITION – Oenorama 2020. Retrieved from Oenorama: https://www.oenorama.com/en/exhibition/oenorama The OSCE Representative on Freedom of the Media. (2020, January 20). Attack against journalist in Greece unacceptable, OSCE Media Freedom Representative urges full investigation. Retrieved from OSCE: https://www.osce.org/representative-on-freedom-of-media/444301
Editor's Notes
- Oenorama has advanced from a conventional wine trade fair into a multi-level communication platform catering for the needs of a diverse public comprising of wine loving consumers, the trade, as well as the growers. It essential is involved in the promotion of the wineries, wines, as well as the producers of the wine, both inside the exhibition as well as online through a dynamic social media presence. The Zappeion is a convenient location to both the visitors and exhibitors because it is easily accessible with all forms of public transportation.
- Oenorama features a wide selection of wines from an extensive variety of wineries. In the event, the wines are organized as per region, color, as well as grape variety(Oenorama, 2020). They are also offered with a tasting sheet which has all the basic information needed by the visitors. The publicization of Oenorama will further be aimed is further aimed at boosting the Greek tourism industry as it seeks to draw in foreign visitors. Tourism is a key sector in the Greek economy.
- The parliamentary democracy in Greece consists of spirited rivalry between the political parties. It further comprises of a strong but deficient record of protecting civil liberties(Freedom House, 2015). Some of the current challenges facing the nation include discrimination against the minorities as well as the immigrants, corruption, as well as poor conditions for refugees and undocumented migrants (Freedom House, 2015). Greece had 48 points out of 100 on the 2019 Corruption Perceptions Index reported by Transparency International.
- Greece is a developed nation whose economy is based on the service sector comprising 85 percent of the economy; industry which comprises of 12 percent of the economy; and the agricultural sector comprising just 3 percent of the national economic output(Central Intelligence Agency, 2019). Tourism and merchant shipping are the most key economic industries in Greece(Bouras, 2020).
- Alexis Tsipras’ government finally accepted to grant broadcasting licenses to five television stations, after a long and tedious process as well as a prior failed attempt two years back (AthensLive News, 2017 ). In addition, the parliament has passed a landmark bill which paved the way for the elimination of the blatant process for press crime, save for very serious cases (Iosifidis & Boucas, 2015). Presently, the process is often applied by politicians and powerful businessmen in arresting journalists(The OSCE Representative on Freedom of the Media, 2020). Journalists have persistently experienced hardships undertaking their jobs.
- UNESCO established that Greece has an adult literacy rate of 97.37 percent(Countryeconomy.com, 2019). For males, the literacy rates stand at 98.28 percent. For females, the literacy rates stand at 96.5 percent(Countryeconomy.com, 2019). The has been an increase in the literacy rate recently.
- The most popular commercial television and radio stations are headquartered in Athens(Kalogeropoulos, 2019). There are both government and privately run television and radio stations(Institute of Media and Communications Policy, 2015). The newspapers with the biggest circulation are from the capital of Athens. Nonetheless, circulation among daily newspapers have been on a steady decline. It is estimated that 30% of all of the printed newspapers in Greece are usually unsold(Kalogeropoulos, 2019).
- Greece experienced a 3.8 percent increase in the number of internet users between 2019 and 2020(Kemp, 2020). As at January 2020, the internet penetration in Greece stood at 79 percent(Kemp, 2020).
- With regards to power distance, Greece has a score of 60 which indicates a belief in hierarchy(Hofstede Insights, n.d.). With regards to individualism, Greece has a score of 35 which means that it is a collectivist culture. In collectivist societies, individuals are part of the ‘in groups’ taking care of them in return for their loyalty (Hofstede Insights, n.d.). With regards to masculinity, Greece ranks as a moderate masculine society – a society which is success oriented and driven. With regards to uncertainty avoidance, Greece has a high score on this dimension. As a country, the Greeks are not at ease in vague circumstances (Hofstede Insights, n.d.). Lastly, as pertains Indulgence, Greece has an intermediate score of 50 in this dimension(Hofstede Insights, n.d.). Therefore, there is no apparent preference between Indulgence and Restraint.
- Since this event will require that visitors be of drinking age so that they could sample the wines, this event will be targeted at the millennials and generation Xers. Millennials describe the age group born between 1981 to 1996 and thus they are aged between 23 years and 38 years as per 2019 (Bialik & Fry, 2019). as millennials continue to get into the workforce, their spending power is expected to continue increasing. Generation X is the smallest generation which was born between 1965 and 1980(Briggs, 2020). This group will also be targeted because of its purchasing power.
- A major goal of the campaign is to showcase the range of Greek wines and producers and therefore enhance the perception of wine made in Greece. The campaign further aims at encouraging both local and international visitors to attend the Oenorama festival and sample what it has to offer. It is expected that the first marketing meeting will be held on April 9. The production of the content for the campaign is expected to occur between April 11 and April 13. The distribution of the campaign across various media platforms is expected to happen between April 15 and May 2. The campaign is expected to be concluded on the night of May 2 which will mark the eve of the show.
- Oenorama wine festival will be themed around the gods and goddesses of Greek mythology, to further reinforce the origins of the wine to the visitors. It is further expected that this theme would provide a point of interest and entertainment for the visitors. Furthermore, a key message of the campaign will consist of encouraging the audience to try out the various Greek wines on sale. Another key message would be to encourage both local and international visitors, particularly from the Americas and Eastern European markets to attend the Oenorama festival.
- The campaign will be conducted across multiple platforms such as television, social media, newspapers, magazines, as well as a website to ensure that it reaches the widest possible audience. The messages will be further be tailored for each of these different platforms to ensure that they are effectively received by the targeted audience.
- The images will be applied across social media platforms, magazines and newspapers. 30 seconds commercials will be made for social media and the website. 45 seconds commercial will be made for television.
- The sales numbers will reveal how effective the messages were at getting to the intended publics. Social media effectiveness will be measured using the various built-in social media analytics. These include the amount of likes, retweet, shares and the reach. Consumers responses will further be useful in gaging how successful the campaign was, for instance, through asking the visitors where they heard about the event from. Lastly, the number of web views on the event’s website will further be indicative of the number of people that were reached with the campaign messaging.