“This is My Athens” is a community of local volunteers who enjoy showing their city and sharing their insights with travellers who care for a personalized walk. Thanks to this diverse community of passionate Athenian volunteers, travellers are able to experience the city authentically, as not seen in any travel guides and always according to their type travel.
"Who Do You Think You Are" was the name of a campaign we participated, promoting "This is My Athens". Beyond brand awareness, the campaign aimed to boost the community of Athens Locals, to promote the multifaceted character of the city and spread the message across the world. We collaborated with Toposophy, a business unit of ATCOM digital agency, in order to create the visual identity and the illustrations of the campaign's website.
How did this happen: The idea was to create 6 travel Personas with a twist that would address specific target audiences of the city of Athens in a fun way - a personal story for each Persona unravels, while they immerse in unique "Athenian moments" and different places of the city.
8 celebrity bloggers were invited from across Europe to fly in Athens with Aegean airlines, major sponsor of the campaign, for 6 consecutive weeks. Each week represented a specific Persona, with a matching profile of the visiting blogger. During their 3-day stay the bloggers experienced selected ‘Athenian moments’, in an attempt to bring the Personas to life! They also took over the city’s Social Media channels and spread the word through their social media fan base across the world.
The deliverables included a series of Persona characters, the visualisation of the campaign's name, scenery illustrations of different places of Athens, as well as banners and UI elements for the website. Using typical, recognisable elements of each area and cliches of character types that frequent each different spot, the images can be easily understood and they create a joyful experience. The project was implemented within a very tight deadline during the summer season.
You can visit the mini-site here
