World of Athens – Programme to promote the City of Athens in Europe and the USA

The Ministry of Tourism has launched an integrated communications and promotion programme showcasing Athens with five special events to take place in the USA and Europe in May and June 2009. The effort involves the staging of road shows in the US cities of Chicago and New York, as well as in three European capital cities - London, Paris and Berlin.

The central idea of the promotional programme derives from the network of 24 cities around the world sharing the name of Athens and which make up the "World of Athens."

The aim of the programme is to promote the new, contemporary face of Athens, which, because of its dynamic history and culture in combination with its modern infrastructure and forward-looking orientation, constitutes a European metropolis and ideal tourist destination.

The "World of Athens" sphere will be placed in a central square of each city for four days. The sphere, which is 15 metres high and more than 15 metres in diameter, will serve as a movable projection chamber where material on Athens will be projected and distributed.

The sphere can accommodate up to 60 people at one time and features state-of-the-art computers and screens providing promotional and informational material on the history and civilisation of Athens, as well as its infrastructure, nightlife, cuisine and shopping opportunities.

In addition, the sphere's function will be complemented by an extended installation reminiscent of Athens, featuring outdoor photo exhibitions, Greek music concerts and other events which will be set up around the sphere at the city squares.

To provide more in-depth promotion of Athens and to develop business contacts, company partenariats will also be scheduled. Among those invited to attend the partenariats will be tour operators, travel agents, conference organisers and journalists from each city. Business meetings will be held during the course of the partenariats to familiarise those attending with the tourism product of Athens, to develop contacts and promote cooperation among businesses.

The presence of each road show in the abovementioned cities will receive extensive media exposure though advertisements in the local press, appearances on local radio and TV programmes and the cooperation of local organisations.