Griechische Zentrale für Fremdenverkehr
Destinations

Greece Magazine 2008

Background
Since 1999, the Greek National Tourist Office (GZF) has published the official Greece Magazine, “Magie der Vielfalt” on an annual basis. Traditionally, it is directed both at the would-be holidaymaker and the interested travel agent. In 2007, Grafenstein took over the production of the magazine entirely financed through advertising with the aim of providing a revised concept and layout as well as optimising advertising sales.

Target Group
End consumers / travel agents and tour operators

Task
It was intended to give the new edition of Greece Magazine a completely new layout, with a contemporary design and generous photo coverage giving it a magazine-like feel. At the same time, it should provide a wealth of information in a concise but appealing way. Apart from addressing the needs of the end consumer, travel agents’ interests also had to be taken into account. Financing the magazine was to be achieved 100% through advertising sales.

Solution

Concept / Layout
A well-balanced mixture of clear structures and lively elements gives a modern appearance to the new layout of Greece Magazine while at the same time retaining the original character of the destination. An opening photo gallery with large-scale lead pictures for each section entice readers to spend a holiday in Greece.
The copy, provided by a well-known travel writer, is both appealing and informative. At-a-glance info boxes plus a detailed A-Z services section fulfil the agent’s need for practical, easily accessible information.

Advertising Sales
In order to ensure the required advertising volume, we were active in both Germany and Greece.
Grafenstein’s subsidiary covering the Greek market has well-established and diverse contacts among tourist-trade service providers and the various regions. Its director, Elfriede Balis has lived in Greece for over 25 years and knows the Greek tourist market inside out.
In addition to traditional advertising clients from the tourist trade we also contacted companies from the non-tourist sector in Germany.


Results:
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