Aiming at breaking last year’s record in the rise of tourism arrivals (10 percent), Greece launched its -40 million advertising campaign targeted at 1 billion people worldwide. The new motto is «Greece: Explore Your Senses.» This campaign, presented by Tourism Development Minister Fanni Palli-Petralia yesterday, includes all forms of tourism and aims at consolidating Greece as the ideal location for holidays. It highlights the multitude of tourism options in Greece and tailors vacation options to their audience. Besides established markets, the campaign will address mature markets such as Russia and China. It also places particular emphasis on technology, making the most of all new means of communication, while following an organized promotion plan through regular advertising. The ministry has planned Greece’s participation in about 100 international exhibitions. Following the pattern of rival destinations, it will utilize events of international interest, from commercial ventures to sports. A characteristic example is Europe’s prime club competition in basketball (also known as the Euroleague) with 220 games per year. Greece has also booked strategic agreements with prestigious international media such as The New York Times, Der Spiegel, Forbes and CNN International, which broadcasts in Europe, Asia and Africa and will carry more than 4,800 advertising spots. As of mid-January, other international channels carrying the advertisements will include Al Jazeera, BBC World, TV5, Fashion TV, the Travel Channel and CNBC. In Germany, one of the key markets for Greece, the campaign will feature in the biggest newspapers 42 times, in magazines such as Stern, Geo and Focus 27 times, in more than 4,500 billboards across 15 cities, in all German trains and in German TV channels through 130 advertising spots and in professional publications 16 times.