The Athens Chamber of Commerce (ACC) is implementing, within the framework of the Athens Business Toolkit 2021-22 with EATA-Municipality of Athens and based on the broader planning and Master Plan of Agora Athens, a Holistic Advertising and Communication program for the commercial area of the large tourist market of Plaka-Monastiraki (Agora Athens).
The aim of the campaign is to Advertise and Disseminate the Agora Athens Brand to the target audiences, Tourists and Greeks, in order to immediately increase both the traffic in the area and, in a targeted manner, to increase the purchases of visitors from the shops in the area.
The traditional Plaka-Monastiraki Market is transformed into a modern Open Mall, AGORA ATHENS, Digitized with Ominchannel Marketing, a dynamic Loyalty system into a digital Platform that enhances Entrepreneurship and Employment in the center of Athens, absolutely necessary in the post Covid era, 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 stores 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, Adrianou) and after visiting many different stores and doing her shopping, she ends up in a beautiful restaurant where she enjoys a meal with her friends. In the end, she reveals that while she is not Greek, she feels both Athenian and Greek in the Agora Athens area. 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, showing the unique beauties and original shops & products of Agora Athens that lead to the ultimate shopping experience for Visitors-Customers of the Plaka-Monastiraki market.
The AGORA ATHENS Advertising Plan includes:
Advertising at STOPS in the center of Athens
VIDEO spot, long & cut version for display on Digital and Social Media of both the Chamber, Agora Athens and the Greek National Tourism Organization.
DIGITAL campaign on Agora Athens social media (Facebook & Instagram).
Four-fold FORM of the campaign
PROMOTERS who inform Tourists about Agora Athens by distributing the Form at the Acropolis Museum, the Acropolis as well as on Dionysiou Areopagitou Street.
Special TRIVIA GAME on tablets managed by Promoters, with Visitors answering trivia questions and winning Gifts and Discounts provided by Agora Athens businesses-stores.
Special campaign in HOTELS in the center of Athens with the Campaign Form being distributed from the Hotel receptions to Visitors-Customers.
Lever SA Development Consultants, a member of the Samaras Group and Associates, prepared the Master Plan – Agora Athens on behalf of the Athens Chamber of Commerce, created the Branding, organized a series of events & promotions and organized the present Media campaign by undertaking the Campaign Strategy, Project Management and the Media Plan. The CEO of Lever SA, Mr. Th. Karipides stated: “With Agora Athens, Lever SA DEVELOPMENT CONSULTANTS contributed to a pioneering project in the center of Athens that shows the future of Markets in a digitalized, modern environment that, alongside traditional and always up-to-date values and images, provides the citizen and visitor with an upgraded Shopping Experience that attracts and creates conditions for continued Tourism Development, an increase in Commercial Turnover and Employment in the center of Athens”
The Chief Marketing Officer of Lever SA, Mr. V. Blesios said: “We are truly proud that this emblematic project of transforming the largest traditional tourist market in Greece, Plaka-Monastiraki, into a modern digitalized and Omnichannel Marketing market named “Agora Athens” is taking shape, showing the direction of the modernization of Markets in other regions and cities in Greece.
