1. © PRC – THR - MRB 2007 Greece's response Alexandros Kouris Executive Director Designate, PRC Group – The Management House

2. © PRC – THR - MRB 2007 Increase Market Share Expand Brand Image

3. © PRC – THR - MRB 2007

4. Amount of experience Experiences = memorable events becoming stories Unit of time + money The new Value formula Creative class experience-seeking travelers

5. © PRC – THR - MRB 2007 Greece: a land of unparalleled unknown contrasts No other European country can offer Greece’s diversity

6. © PRC – THR - MRB 2007

8. Meetings Lifetime Experiences between Meetings Wellness Perfect Conditions for the Human Condition Touring Contrasting Vistas and Experiences Athens & Thessaloniki Real Cities, Real People, Real Time Luxury Exclusive Greece Nautical The Quintessential Mediterranean Sailing Playground Nature Europe’s Natural Garden Seaside Sea & Life Culture Culture 24/7 Greece “A destination of unparalleled, largely- unknown contrasts, creating an infinite experience space, in which unheard-of stories simply unfold”

9. © PRC – THR - MRB 2007 Λοιπά Υπουργεία 1. New Identity for Destination Greece Destination Greece Brand Image Evolution 2. New marketing plan 3. Product innovation Human resources Financial resources Ministry of Tourism Development – G.N.T.O. Regions Prefectures Municipalities Private Sector Other Ministries National resources Regional resources European resources Private resources

10. © PRC – THR - MRB 2007 Marketing Greece FromTo Modern marketing Synergistic programs Mid-long term plans Targeting regions/cities Infinite new experiences Marketing by sectors Mass advertising Individual actions Year by year decisions Targeting countries Sea + Sun stays One Greece to all people