In collaboration with the Region of Western Macedonia, the company “Lever – Development Consultants S.A.”, a member of the “Samaras & Associates” group, undertook the design and implementation of the publicity actions for the project “Creation of a Network of Trails and Hiking Routes in the Region of Western Macedonia”, substantially contributing to the promotion of the region as a destination for sustainable tourism, active recreation and environmental awareness. The project is part of the broader framework of the national initiative for the creation of a network of trails and is linked to the strategy for the protection of biodiversity and the green transition.
The approach was based on an integrated multi-channel communication plan, aiming not only to promote the project, but also to shape a coherent and recognizable identity for the initiative. The strategy was designed to ensure broad geographical coverage in all the Regional Units of Western Macedonia, utilizing a combination of traditional and digital media, with criteria of local appeal, demographic targeting and overall effectiveness of the campaign.
Particular emphasis was also given to the development of digital content for social media and web promotion, with targeted posts, web banners and materials adapted to the requirements of each communication channel. At the same time, a comprehensive corporate identity was designed for the project, with a logo, color palette and clear directions for visual implementation, enhancing its coherence and distinctive presence at all points of contact with the public. A primary survey of residents and visitors was also conducted, which confirmed the strong interest in the trails, as well as the potential for a significant increase in their traffic, both from residents of the wider region and from visitors from all over Greece.
The overall implementation of the publicity actions was successfully completed, highlighting the trail network as an important development and tourism tool for Western Macedonia. At the same time, the project served as a substantial example of how strategic communication, branding and digital marketing can enhance the visibility of complex public projects and create real added value for a region. For Lever, this specific project highlights the possibility of implementing integrated communication strategies, combining design, creativity and effective implementation, with the aim of creating substantial value for the institutions and local communities.
