How do you capture the whole of Europe by targeting just a few cities? You do what the Greek National Tourism Organisation did with Eskimi and Fast River. The organization aimed to make Greece the top-of-mind destination for travelers in Europe. It picked the perfect target: Germany during the UEFA European Football Championship.

How to achieve more with less

Standing out in the tourism sector is tough. There are plenty of tourism organizations competing for traveler attention. You have to get creative not only with your advertising materials but also with your targeting. That’s what Fast River and Eskimi did for GNTO.

Fast River and Eskimi took advantage of the EURO 2024. The tournament brought together travelers from Europe in five cities: Berlin, Hamburg, Munich, Frankfurt, and Dusseldorf. The GNTO’s digital out-of-home campaign was guided by Secretary General of GNTO Andreas Fiorentinos, Efi Stylidiadi, Head of the Advertising Department, with Konstantina Katri, Advertising Executive, and Eleni Mitraki, Director for Tourism Promotion at GNTO. The campaign showcased the beauty of Greece with a short video.

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“The idea was to use this event to promote Greece not only to the German audience but also to the 100 out of 1000 travelers present at those events,” shared Eleni Mitraki, Director for Tourism Promotion, Greece National Tourism Organisation.

The sites for the DOOH were chosen precisely —  offices, hotels, subways, trams, buses, convenience stores, and POS screens. Most of these could be seen not only by Germans but also by tourists. 

The results

The campaign was a success. Videos about Greece were shown across 7,800+ screens and over 1,000 sites, reaching nearly 7.8 million impressions overall.

The campaign didn’t just generate impressive numbers — it created real impact. By strategically combining timely events, precise targeting, and visually captivating content, GNTO was able to cut through the noise of competing tourism campaigns.

This approach turned a traditionally challenging sector into an opportunity for innovation, proving that even a few cities can drive a continent-wide conversation with the right strategy.

So, how do you capture all of Europe? By focusing smartly, executing boldly, and thinking beyond traditional advertising.