Marketing Greece SA is a non-profit corporation, founded in 2013. Its primary objective is the effective promotion of the Greek tourism product.
Discovergreece.com is an interactive platform that constitutes a strategic pillar of MG’s operation. The website showcases an integrated Greek Tourism Product portfolio; acts as a sales tool by combining products with booking engines; and serves as a digital platform for community building & social media campaigns.
The challenge was for Base Element to establish Discovergreece.com as the preferred source of information online pertaining to travel and tourism in Greece, within a timeframe of 1 year. The idea was for Discovergreece.com to become the go-to travel guide for users searching for Greece on the web and for the portal to be findable in organic search. This was particularly tough considering the competition and the industry.
Further, having to undertake the design and execution of global multilingual online marketing campaigns brought with it other challenges pertaining to cultural and linguistic idiosyncrasies, keyword research and SEO.
At the initial stages of the Discovergreece.com project, Base Element assisted MG in the formulation of a digital marketing strategy, alternative action plans and partnerships.
At the second stage of the project, Base Element was responsible for the implementation of all the international and local online advertising campaigns in multiple languages and social media coordination with MG and its international PR agencies.
We created and executed content marketing and Search Engine Optimisation (SEO) strategies which included SEO Copywriting in 4 languages; the conceptualization and execution of a number of purpose and theme specific digital marketing campaigns; the implementation of analytics, data collection tools and usability testing methodologies; development of Facebook applications; UI (user interface) and UX (user experience) audit of the website; and data analysis and actionable insights reporting.
The execution of a digital strategy that included worldwide digital advertising ampaigns in several languages saw the Discovergreece.com website rank consistently higher in organic search results across the web. This was quite a feat taking into account the massive popularity of Greece as a destination in terms of global web presence and search.
The strength of this digital strategy in its entirety was further heightened by the successful integration of social media, content marketing and multilingual SEO tactics, all of which succeeded in transforming Discovergreece.com into a unique and credible go-to travel guide for users searching for Greece online.