Greek Summer is a State of Mind

Greek Summer is a State of Mind
#GreekSummerFeeling #EndlessGreekSummer #VisitGreece

Country: Greece Length: 00’40” Type of Production: Commercial
Thematic Category: Tourism Destination – Countries
Synopsis: With the Greek Summer is a State of Mind film, we have chosen to send a strong message of empathy and to identify Greek Summer with all the things that people have missed most in their lives over the past year.
The film highlights the defining characteristics of Greece and aspires to create a new brand around Greek Summer that is relevant to and respectful of our shared sacrifices and suffering during the Covid-19 pandemic.
Greek Summer is a State of Mind was launched in June 2020, just as Greece was coming out of its first lockdown. The country had gained international recognition for successfully managing the first wave of the pandemic. But as with all countries whose economies are dependent on tourism (20% in the case of Greece), a decision had to be made as to how to re-engage with people who were still in shock at the rapid spread and repercussions of Covid-19. People who were in different stages of lockdown themselves.
Campaigns from competitor countries began to invite travelers, chiefly by promoting landscapes and experiences. Marketing Greece, always striving to push the boundaries through thought leadership with its campaigns, opted for a different approach.
Through a single shot film, we chose to touch on the most basic and fragile aspects of humanity taken from us during lockdown via the values of Greek Summer… specifically those of feeling free, connecting with nature and being with the people we love.
What we see in the film is a brand that encourages the public to share its values wherever they find themselves, promoting the human dimension of Greece, one that shares, understands and is ready to welcome you when the time is right for you.
At the same time, by sharing the values and feeling of Greek Summer, the ground is being laid to welcome visitors in the future, when the campaign evolves to extending the tourism season and boosting tourism next year.
Film Director: Thanasis Papathanasiou
Film Producer:
Production Company: Frank & Fame
Client: Marketing Greece S.A.

The International Committee of Tourism Film Festivals (CIFFT) was created in 1989 in Vienna, to recognize, reward and celebrate excellence in the Travel Video Marketing Industry.

CIFFT is the most prestigious awards and recognition initiative in Travel Video Marketing Industry. With 14 festival members, the Grand Prix CIFFT Circuit is the exclusive competition for the travel and tourism industry’s video marketing. New York, Cannes, Riga, Deauville, Zagreb, Berlin, Warsaw, Spain, Serbia, Greece, Turkey, South Africa, Portugal, and Japan to Vienna.

Winning awards at the Grand Prix CIFFT Circuit member festivals gives points to the CIFFT Rank List that will determine the World’s Best Tourism Films in 6 different Categories: Tourism Destinations – Cities, Regions and Countries, Tourism Products, Tourism Services and Independent Travel Videos. At the end of the year in a stylish Award Ceremony, in Vienna, the Top 3 films in each thematic ranking list will be awarded according to their position in the rank (1st, 2nd and 3rd prize) as the “Best Tourism Films” of the year.

For further information, please visit www.cifft.com or contact info@cifft.com