Interweave worked for SETE (the Greek Tourism Businesses Association) on behalf of the City of Athens and This is Athens, in order to create a multichannel experience that works across all screens. The primary target was European Millennials and the goal was to present the true, authentic and surprising Athens as a city break destination, emphasizing the multitude of experiences a visitor can have there.
To do that, we designed and developed a beautiful platform that can act both as a campaign / marketing vehicle, as well as a hub of ever-green content for the city of Athens, since it features professionally produced content as well as UGC.
Instead of the usual presentation of tourism verticals such as gastronomy, art, etc., given our audience characteristics, we decided to approach the campaign in a different manner, and present an actual day (24h) in Athens, albeit through 2 different POVs: one intense and one more relaxed. That way, each visitor would be able to experience the real Athens according to their own style and preferences.
We designed a brand new identity (Athens ON) and a modern website (athenson.gr), focusing on mobile use and using the latest technologies in web design and front end development.
The design leverages high-quality photography and flat elements, offering a simple and intuitive experiences for the visitors. Although the design was made with mobile access in mind, the site is fully responsive and offers a seamless browsing experience.
The same approach was used throughout the website and its content: high-quality, modern-cinematography videos (fast pace, timelapses, GoPro takes, custom sound design with natural sounds) which can be easily viewed and shared without leaving the website environment, pictures are presented on all devices using parallax-scrolling and the content that the users share on Instagram with the hashtag #AthensOn is integrated within the website so that the visitors aren’t obstructed by switching between online environments.
To populate the website, we created 8 + 2 films and 100 original photos, while the content remains ever fresh as an Instagram feed adds content on the site all the time.
The result is a online platform that looks as great as a high end magazine about Athens.
Pan Entertainment (Video Production), Thodoris Markou (Photography), Boxfields (Music & Sound Design), Volunteers participated in AON films (Nikos Lagos, Thomas Lagos, Christos Bezas, Alexandros Apostolou, Nikos Katsarelis, Konstantina Vasiliou, Athina Apostolou, Alexandros Gogolos, Vassilis Mellos, Mariva Dimiza, Vassilis Lantzos, Lydia Sammout, Karima Sammout, Kassandra Kanaki, Dimitris Lambrou, Nikos Michalatos, Kyriaki Valianou).