FEATURED PROJECT: AFEA LUXURY TRAVEL EXPERIENCES IN GREECE

We, at Toposophy, are glad to be sharing a story and some of the gained insights over our work on a specific project the past few months. 

We were assigned by one of the leading Destination Management Companies in Greece, AFEA Travel and Congress Services, to develop a fully integrated marketing plan for the expansion of the company in the Luxury Travel sector. Toposophy undertook the product development of five storytelling Luxury Travel Experiences in Greece and, at a later stage, the forming and implementation of the promotional plan to form B2B synergies and generate awareness on AFEA ‘s newly launched products. 

As part of an integrated marketing strategy and while me, Semina and Manolis were deploying the product development process and online Promotional campaign, our web team took over AFEA ‘s website revamp and the launching of a Luxury Travel Experiences website section reflecting the storyline and distinct personality of each of AFEA journeys. 

RESEARCH & DEVELOPMENT REWIND

Well, if I am allowed to make a confession: research is a beloved task in Toposophy, to say the least. Hence after a period of reviewing the latest surveys on International Luxury Travel Trends and making all sort of discoveries on the way, we were allowed to structure our product development process on a solid base. Our main concern (among many others…) was to identify target audiences (eg. age groups 25-54; average expenditure etc.) and address specific traveler personas (eg. ‘the connoisseurs’ who are sensitive in grasping the best that a destination has to offer).

Taking all these elements into consideration and many great brainstorming sessions and hard work ahead I think we are there. We have created some luxury travel story boards that truly reflect AFEA’s spirit and Toposophy’s way of doing things! Imagine a mystical garden as the starting point of inspiration for a storyline with Epicurus - the Greek philosopher - as the blissful protagonist. Adding a twist to it we created a modern story on how to explore Greece while embracing the main Epicurean ideas. 

A LITTLE MORE ACTION…

Following the product development and having mapped our online/offline environment in detail we created a marketing match approach to pursue significant online placements. 

In addition and having verified throughout our research that luxury travelers are heavy users of online media we targeted specific online channels to reinforce online presence, while traditional media sources like print, have also been deployed to further encourage brand awareness. 

A bloggers trip was also a part of our campaign where selected influential Luxury travel bloggers participated and experienced bits and pieces of AFEA’s journeys. First blog posts by Abigail King and Sarah Lee have already been released so stay tuned as more will follow in the weeks to come.