Saturday, February 26, 2005
LIVE YOUR MYTH IN GREECE
Organisation: Greek National Tourism organization
Ad: "Live your Myth in Greece"
Market: Global
Product: Greek Tourism
Year: 2005
Link: http://www.gnto.gr/EmentorImages/File/campaign/live_your_myth_in_greece.wmv
Verdict: 3 out of 10
=======================================
At about this time each year, National Tourism Organizations begin their campaigns to lure visitors to the beauties of their lands.
One cannot miss such ads in global media, with CNN usually taking a front seat in their media efforts.
This year, the Greek National Tourism organization (http://www.gnto.gr), encouraged by the success of the 2004 Athens Olympics (http://www.athens2004.com) decided to place an extensive media campaign for attracting travellers to Greece. After all, tourism to Australia and Sydney multiplied after their 2000 Olympics (http://www.australia.com).
Having watched the ad several times over the past few weeks, I dare say it does a disservice to the appeal of Greece as a summer tourism destination.
The theme of "Living your myth in Greece" is certainly well-thought out to epitomize what most foreign visitors would associate Greece with: its ancient history and mythological heritage.
Unfortunately, the execution of the ad misses the point altogether. In an effort to be distinctive to other Tourism spots (of which the Croatian ad among the Mediterranean destinations continues to lead the pack with its simplicity and beauty - http://www.croatia.hr/) the Greek ad loses sight of who its target audience is and what is relevant and appealing to them.
Not to mention that the story in the ad requires a degree in imaginative design to follow its plot. If I understood well it begins with a little boy acting like Aeolos blowing the wind to move the sailboat across the stereotypical blue Greek sea. Then we are placed in an evening bonfire by the beach where the girl signals her love and invites a drunk (or drugged) tourist who in his ecstasy jumps over the fire pronouncing the stereotypical again Greek "Opa" (I had not realized this expression had mythical origins). I guess we are then placed in the following morning most likely in the world-reknowned island of Santorini where the sober by now tourist descends some steps to approach a pool (I would have thought in Greece the quality of the sea makes pools obsolete - http://www.blueflag.org/blueflag/2004/Greece) only to realize that the girl of yesterday evening was actually a mermaid, who of course he joins in a swim. The ad closes with an invitation to the viewer to live his myth in Greece.
Now call me a cynic, but the only myth wishing to be lived here is the hope of the Greek Tourism office to cash in on the success of the Olympics. But I am afraid this ad, at best has no effect or at worse puts people off.
Evaluation:
Let's follow our standard evaluation methodology: (follow the link, in case you are not aware)
http://adjudge.blogspot.com/2005_02_01_adjudge_archive.html
The ad requires effort to be understood, lacks relevance, credibility and persuasion. The collage of situations hurts its memorability and engagingness. On the positive side, branding is good, the locations are recognizable as Greek and one could claim there is an element of distinctiveness.
Detailed Score: 3 out of 10
1. Understandable: M
2. Relevant: L
3. Credible: L
4. Persuasive: L
5. Well-branded: H
6. Ownable: H
7. Distinctive: M
8. Memorable: L
9. Engaging: L
10. Makes Me Buy: L
To the marketers and Agency executives who envisioned this ad - whom are you communicating to, what do you want to leave them with as a message (verbal and visual) and how do you want them to act after seeing this ad?
To all undecided summer tourists - do not believe everything you see on TV. In spite of this ad, Greece is and remains a sound summer destination, as most of us know.
G. Evans
Feb 2005
Ad: "Live your Myth in Greece"
Market: Global
Product: Greek Tourism
Year: 2005
Link: http://www.gnto.gr/EmentorImages/File/campaign/live_your_myth_in_greece.wmv
Verdict: 3 out of 10
=======================================
At about this time each year, National Tourism Organizations begin their campaigns to lure visitors to the beauties of their lands.
One cannot miss such ads in global media, with CNN usually taking a front seat in their media efforts.
This year, the Greek National Tourism organization (http://www.gnto.gr), encouraged by the success of the 2004 Athens Olympics (http://www.athens2004.com) decided to place an extensive media campaign for attracting travellers to Greece. After all, tourism to Australia and Sydney multiplied after their 2000 Olympics (http://www.australia.com).
Having watched the ad several times over the past few weeks, I dare say it does a disservice to the appeal of Greece as a summer tourism destination.
The theme of "Living your myth in Greece" is certainly well-thought out to epitomize what most foreign visitors would associate Greece with: its ancient history and mythological heritage.
Unfortunately, the execution of the ad misses the point altogether. In an effort to be distinctive to other Tourism spots (of which the Croatian ad among the Mediterranean destinations continues to lead the pack with its simplicity and beauty - http://www.croatia.hr/) the Greek ad loses sight of who its target audience is and what is relevant and appealing to them.
Not to mention that the story in the ad requires a degree in imaginative design to follow its plot. If I understood well it begins with a little boy acting like Aeolos blowing the wind to move the sailboat across the stereotypical blue Greek sea. Then we are placed in an evening bonfire by the beach where the girl signals her love and invites a drunk (or drugged) tourist who in his ecstasy jumps over the fire pronouncing the stereotypical again Greek "Opa" (I had not realized this expression had mythical origins). I guess we are then placed in the following morning most likely in the world-reknowned island of Santorini where the sober by now tourist descends some steps to approach a pool (I would have thought in Greece the quality of the sea makes pools obsolete - http://www.blueflag.org/blueflag/2004/Greece) only to realize that the girl of yesterday evening was actually a mermaid, who of course he joins in a swim. The ad closes with an invitation to the viewer to live his myth in Greece.
Now call me a cynic, but the only myth wishing to be lived here is the hope of the Greek Tourism office to cash in on the success of the Olympics. But I am afraid this ad, at best has no effect or at worse puts people off.
Evaluation:
Let's follow our standard evaluation methodology: (follow the link, in case you are not aware)
http://adjudge.blogspot.com/2005_02_01_adjudge_archive.html
The ad requires effort to be understood, lacks relevance, credibility and persuasion. The collage of situations hurts its memorability and engagingness. On the positive side, branding is good, the locations are recognizable as Greek and one could claim there is an element of distinctiveness.
Detailed Score: 3 out of 10
1. Understandable: M
2. Relevant: L
3. Credible: L
4. Persuasive: L
5. Well-branded: H
6. Ownable: H
7. Distinctive: M
8. Memorable: L
9. Engaging: L
10. Makes Me Buy: L
To the marketers and Agency executives who envisioned this ad - whom are you communicating to, what do you want to leave them with as a message (verbal and visual) and how do you want them to act after seeing this ad?
To all undecided summer tourists - do not believe everything you see on TV. In spite of this ad, Greece is and remains a sound summer destination, as most of us know.
G. Evans
Feb 2005
