Daydreaming of Crete at Westfield
Greek National Tourism Organisation (GNTO)
The Brief
Drive consumer interest in Greece, and specifically Crete, in the UK market through a multi-medium advertising and experiential campaign that brought the destination to life for London audiences.
Our Strategy
We delivered the campaign across two complementary tracks. The advertising layer secured high-impact OOH placements across London, surrounding suburbs, airports and key media titles, building broad awareness for Visit Greece.
To convert that visibility into emotional connection, we partnered with Westfield London, the UK’s largest shopping centre, to stage “Daydreaming of Crete”, an immersive consumer activation that brought Greece directly to Londoners. Working with key stakeholders including airlines, hotels, travel DMCs, restaurants and experience providers, we built a multi-sensory experience featuring Greek food and delicacies, entertainment shows, an indoor beach, adventure activities including sailing, rock climbing and Greek golf simulation, alongside insights from tourism officials and celebrity ambassador Joanna Lumley.
The Results
- 9-day consumer activation (March 19-27) at Westfield London, the UK’s largest shopping centre
- Multi-format OOH campaign delivered across London, suburbs, airports and media titles
- Joanna Lumley secured as celebrity ambassador, lending high-profile cultural credibility
- Key trade and hospitality stakeholders activated alongside the campaign, including airlines, hotels, DMCs and restaurants
- Greece, and Crete in particular, brought to life as a sensory, must-visit destination at the heart of London
