In the fall of 2019, Agora Athens was launched, a collaboration between the Athens Chamber of Commerce & Industry and the Municipality of Athens EATA, which was designed and has been implemented on an ongoing basis since then by the company “LEVER Development Consultants S.A.” of the “Samaras & Associates” Group, with the project manager being the Chief Marketing Officer of Lever S.A., Mr. Vasilios Blesios.
GOAL
Stimulating entrepreneurship and increasing employment in the area of the Historical Center of Athens (Plaka-Monastiraki) by improving the shopping experience provided in the target markets.
WHAT IS AGORA ATHENS
It is the first digitized & omnichannel Open Mall in Greece, in the largest tourist market in the country, with a Branding & Marketing Plan, taking into account the modern driving forces as they are applied and affect businesses, consumers and retail: young people (Millennials & Gen Z), Branding & Omnichannel Marketing and New Digital Technology in all its forms (AI, AR, VR, NFT’S, Blockchain).
The 12 PILLARS OF THE MASTER PLAN PLAKA MONASTIRAKI
1. Recording the current situation in the market of entrepreneurs in the area (mission and vision analysis).
2. Description of the external forces that influence the market (PESTLE Analysis of Political, Economic, Societal, Technological, Legal and Environmental Factors).
3. Understanding the internal strengths and weaknesses of the market as well as the external threats and opportunities from the external environment (SWOT Analysis).
4. Market segmentation and analysis of target markets (Segmentation and Target Market Analysis) with the simultaneous creation of consumer profiles.
5. Formulation of a final strategic marketing plan.
6. Branding study – Creation of image and identity (new name, logo and slogan)
7. Communication strategy and promotion and visibility plan (synergies with GNTO, El. Venizelos airport, Piraeus Port, etc.).
8. Consumer Loyalty Programs.
9. Preliminary study of intervention in public space (flooring, lighting, shading, green areas, landmarks, etc.)
10. Preliminary study of intervention in private space (Analysis of 3 types of stores – Tourist, jewelry stores, catering – and basic interventions in their facades).
11. Technology solutions (Wifi, virtual walkthrough, creation of a platform for promotion and business interconnection.)
12. Interconnection with neighboring markets and creation of a cluster of businesses for the future management of the markets.
The Municipal Council’s vote in favor of the announcement of an open architectural competition for the upgrade of the public space at Agora Athens (Flagship Areas of Plaka and Monastiraki) demonstrates in practice the confidence of the Municipality of Athens in the momentum that the project has gained, following the preparation of the Master Plan, the study and the new name, logo, image and identity – branding – of the area, the WiFi and the creation of a business interconnection platform, as well as the significant progress that has been made at the level of preparation and preliminary design, but also the will of the Mayor to complete this important project with the aim of upgrading the markets in the center of Athens.
THE 2022 ADVERTISING CAMPAIGN
The traditional Plaka-Monastiraki Market is being transformed into a modern Open Mall, Agora Athens, digitized with Omnichannel Marketing and a dynamic loyalty system into a digitized platform that strengthens entrepreneurship and employment in the center of Athens, absolutely necessary in the post-covid era but also a springboard for the recovery of businesses.
With the central slogan “ENJOY THE ATHENIAN WAY”, the entire area of Agora Athens/Old Town Market, the shops and the excellent products they offer to the visitor are promoted. Through a sophisticated and interesting plot, the campaign creative guides the protagonist to Agora Athens (Plaka-Monastiraki area, main streets of Ifaistou, Pandrosou, Andrianou) and after visiting many different stores and doing her shopping, she ends up at a beautiful restaurant where she enjoys a meal with her friends. The spot follows the communication strategy of localhood, i.e. the global trend of young millennials to travel and collect experiences, feeling and living in each city like locals. At the same time, it highlights the unique beauties and original stores and products of Agora Athens that lead visitors – customers of the Plaka – Monastiraki market to the ultimate shopping experience.
The Agora Athens Advertising Plan included:
1. Advertising at stops in the center of Athens.
2. Video spot, long & cut version, for display on digital and social media of both the Chamber, Agora Athens and the Greek National Tourism Organization: https://vimeo.com/746664750
3. Digital campaign on Agora Athens social media (Facebook & Instagram).
4. Four-fold campaign brochure.
5. Promoters informing tourists about Agora Athens, distributing the brochure at the Acropolis Museum, the Acropolis as well as on Dionysiou Areopagitou Street.
6. Special trivia game on tablets managed by the promoters, with visitors answering trivia questions and winning gifts and discounts provided by Agora Athens businesses – stores.
7. Special campaign in hotels in the center of Athens with the campaign brochure being distributed by the hotel receptions to guest-clients.
ACTIONS FOR BLACK FRIDAY – MARKING THE AREA AND ENRICHING THE AGORA ATHENS PLATFORM.
* Signage – Landmark – Monastiraki Square Sign. Replacement of the existing sign on Ifaistou Street (Flea Market) with a new sign that will display the new Agora Athens branding.
* Training of businesses and full support for the creation of offers, gift cards, coupons and their electronic promotion through the platform and Social Media.
* Stimulating Black Friday Shopping Traffic.
* Planning and implementation of events with the participation of businesses within Agora Athens, with high added value actions in terms of business revenue, social responsibility and brand awareness.
* Special event to stimulate shopping for Black Friday: “CELEBRATE BLACK FRIDAY AT AGORA ATHENS”.
* Black Friday Digital Campaign – Agora Athens on Facebook and Instagram.
