My Passion Project - Meet Mykonos
A tourism campaign for the Municipality of Mykonos.
This is in-progress spec work for my beloved home island. Visual brainstorming is currently happening and will be updated as the project progresses.
Insight:
While tourism in Greece continues to rise, Mykonos has been on a downward trajectory for years. Both Greeks and international travelers are turning away from Mykonos due to growing misconceptions that the island, once known for its historic charm and welcoming community, now only offers a flashy and expensive party experience.
Idea:
Get “Never-Mykonos” travelers to reconsider visiting the island by debunking the misconceptions exaggerated online with concrete visual proof.
The world knows the party side of Mykonos.
Now, it’s time to reintroduce the real Mykonos. An island of rich history, bonded community, unique art, and fresh food.
Execution:
How:​
Use tourist’s online hate comments about Mykonos to debunk those very misconceptions about the island.
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"Mykonos is only for hot people" they say, Mykonos agrees. The quote will be paired next to tourist of all shapes and sizes basking in the hot sun of island's beautiful beaches.
Comments saying Mykonos is "too wild" will be paired with the unexpected wild side of Mykonos. Instead of partying, images of the wild untamed mountains, windsurfers in the air, and breathtaking sea terrains will be paired with the hate comment originally minimizing the island to its party life.
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Where:
The ads will be placed in airport displays, travel websites, Greek Ferries, airplane magazines, and other locations where travelers choose which Greek island to visit. Paid ads will appear on TikTok during peak tourism season in August.
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