Keeping the fantasy of travel alive: WiT Watch on destination marketing: Greece, Singapore, Germany


Just
because we can’t travel now doesn’t mean we can’t keep the fantasy of travel
alive in our customers’ minds. Here’s a round-up of destinations doing their
bit to keep dreaming alive.

Visit Greece: #greecefromhome

With the current coronavirus pandemic Greece is sending out a message to the world: stay home, but at the same time to stay in touch through technology.

The Greek Tourism Ministry has launched its new online platform Greece From Home to promote the country’s image to people all over the world and invite them to visit – not by traveling physically, but virtually from the comfort and safety of their homes.

This is
an initiative created jointly by the Greek Tourism Ministry, the Greek National
Tourism Organisation (GNTO) and Marketing Greece.

According to a report in Greek City Times, the Greece From Home campaign has three goals:

  • To help people from all over the world stay in touch with the country and its culture
  • For people (future travellers) to discover destinations and be inspired by the country’s beauties
  • For tourism professionals to brush up on their digital skills

The report also quoted Greek Tourism Minister Harry Theohari as saying the platform was part of the government’s overall strategic response to the Covid-19 pandemic. It is part of the country’s efforts to “to strengthen and manage the image of our country as a tourism destination,” in addition to protecting public health and restarting the economy.

The platform targets both Greek and international travellers.

Singapore Tourism Board: ‘Try This At Home – Tips from Singapore

The Singapore Tourism Board has found a novel way to inspire and engage with partners, customers and Singapore at large during the Covid-19 global pandemic.

The NTO has collaborated with creative agency TBWA Singapore to launch a series of videos on social media – ‘Try This At Home: Tips From Singapore’ – to inspire you to learn a new creative skill while exploring your passion from home.

Among the videos: Cook, TV host and food writer Sarah Huang Benjamin turning a pack of instant noodles into a mouth-watering local dish; Peranakan brothers Raymond and Edmond Wong decorating reusable face masks; sneaker designer Mark & Sue-Anne (Mr & Mrs Sabotage) transforming the humble bedroom slippers; artist Tan Zi Xi (aka @messymsxi) takings up the upcycling challenge with common household products.

“We teamed up with our creative agency TBWA
to help locals and overseas fans keep their spirits up. The idea was to explore
their passion and help them learn new skills from our home-grown talents – be
it cooking, crafting, and more – in the comfort of their own homes. We hope
everyone enjoys a taste of Singapore,” said Lim Shoo Ling, brand director of
Singapore Tourism Board says

Watch Peranakan-inspired creations with Raymond and Edmond Wong

Watch the home wear makeover with Mr and Mrs Sabotage

Watch the reduce, reuse and upcycle with Tan Zi X

Destination Germany: Dream Now – Visit Later #DiscoverGermanyFromHome

Stay home, stay healthy. That’s the message from the German National Tourist Board (GNTB) to consumers worldwide who cannot travel due to travel restrictions imposed by countries in a bid to halt the spread of  coronavirus.

The tourism board has brought together its ongoing marketing activities on all social media channels worldwide in a communication campaign called #DiscoverGermanyFromHome. A three-minute film was produced to complement the campaign.

“With
inspiration and information we maintain active customer dialogue and contacts
in the international travel industry. We are creating the basis today for
launching successful recovery programmes in the future,” said Petra Hedorfer,
CEO of GNTB.

Germany expects to see recovery in the tourism industry in the second half of the year, with promotional campaigns rescheduled to be rolled out quickly in accordance with the market.

Featured image credit: (Fishing harbour of Vathi): Discover Greece



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