The online tourism campaign of the South Aegean Region (www.aegeanislands.gr)
About this good practice
In the framework of creating a good communication tourism strategy for the promotion of every island of Cyclades and Dodecanese, South Aegean Region financed the launch of the online tourism campaign “aegeanislands”.
A Business Development Agency was hired from the conception of the idea and keeps contracted annually, to formulate the tourism online strategy, develop its content, select media & specific actions, formulate the media plan, ensure content delivery & adherence to content guidelines and monitor campaign KPIs & progress.
Campaign addresses key issues like:
Attraction of digital tourists and transformation to physical tourists: To attract digital tourists by showcasing the region's unique offerings, with the ultimate goal of converting their online engagement into physical visits (in line with TAAS goals).
Promotion of Tourism: The Aegean islands are rich in culture and natural beauty but may lack visibility.
Sustainability Awareness: Growing concerns about environmental degradation and the need for sustainable tourism practices.
Community Engagement: Platform connects locals and visitors, fostering a sense of community and promoting local businesses and events.
Stakeholders and beneficiaries include:
Local Residents: Gain exposure for their culture, businesses, etc.
Tourists: Access to valuable information that enhances their travel experience.
Local Governments & Tourism Boards: Benefit from increased tourism and visibility, which can lead to economic growth.
Resources needed
Setting up and running the campaign required initial costs up to €343.000 for domain, hosting, design and content. 2023 campaign costs raised up to 1M €. Key human resources include 1-3 writers, an editor, a developer, an SEO specialist, a social media manager, and a designer.
Evidence of success
2023 campaign was launched in more than 20 platforms, through 9 campaign vehicles and more than 250 promotional actions, targeting 18 geographical markets and achieving more than 500 million qualified impressions.
Potential for learning or transfer
The online tourism campaign of the South Aegean Region through www.aegeanislands.gr effectively promotes the cultural, historical, and environmental aspects of the Aegean islands. It fosters community engagement, support local tourism, and raise awareness about sustainability. Additionally, through its quality content enhances the visibility of the islands and attract visitors, benefiting local economies. It depends on a well-organized blog/website that can be replicated to other regions by the adaptation of the contents categories etc. according to the region’s specificities.
Further information
Good practice owner
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