Bulgaria, Greece, And South Korea Aligned In A Tourism Campaign Combining Creative Advertising In Rome With Global Promotion At Seoul’s Leading Travel Exhibition

Tuesday, July 1, 2025

In a bold cross-continental tourism initiative, Greece’s Ionian Islands Region has launched a multi-market promotional campaign that connects Bulgaria, Greece, and South Korea in a unified effort to boost international visitor numbers. With a Sofia-based firm selected to design striking full-wrap visuals for five Rome city buses, the campaign aims to capture attention across Italy’s capital for twenty-eight days, funded by Greece’s Public Investment Program. Simultaneously, the Region showcased its scenic islands, cultural heritage, and gastronomy at the prestigious Seoul International Travel Fair (SITF) 2025, drawing strong interest from the Asian travel market. This dual strategy—combining European urban advertising with Asian trade show exposure—highlights the Region’s commitment to expanding its global tourism footprint through targeted collaborations and high-impact promotions.

Ionian Islands Unveil Bold Bus Advertising Drive in Rome While Expanding Global Tourism Presence in South Korea

The Ionian Islands Region has ramped up its global tourism efforts with a dynamic two-pronged campaign aimed at captivating travelers across both Europe and Asia. A budget of twenty-two thousand euros has been allocated through a direct assignment for a striking out-of-home advertising initiative in Rome, while at the same time, the Region is pursuing new visitor segments in South Korea, one of Asia’s most promising outbound travel markets.

Visual Campaign on Rome City Buses

As part of its latest promotional activity in Italy, the Ionian Islands Region will design and install complete visual wraps on five public buses circulating through central routes in the Italian capital. The campaign will run for twenty-eight consecutive days, offering high-frequency exposure to both residents and international visitors exploring the city.

The visuals will depict the Ionian Islands in vibrant imagery, showcasing their idyllic beaches, cultural landmarks, and traditional lifestyle. The initiative seeks to capture the attention of the Italian travel market—one of Greece’s most important—by promoting the Ionian Islands as an ideal choice for both summer getaways and year-round travel experiences.

The wrap design will be printed on premium self-adhesive vinyl, covering all external sides of each bus. This includes the rear, front, and lateral surfaces, turning the buses into moving billboards that highlight the Ionian Islands’ unique character. The design specifications will follow rigorous industry standards, including appropriate margins, bleed areas, and safe zones to ensure optimal clarity and print quality.

A formal proposal for the execution of this campaign has already been sent to a specialized company based in Sofia, Bulgaria, which is expected to receive the assignment directly. The company will be responsible for producing the wrap, managing installation, and ensuring that all materials meet visual and technical expectations. This project will be funded through the Public Investment Program, specifically from the Region’s approved annual budget.

Italy remains one of the most important outbound markets for Greece, with thousands of Italians choosing the Ionian Islands each year for their holidays. With this in mind, the bus-wrap campaign is seen as a strategic move to maintain visibility in a competitive tourism environment, especially in the post-pandemic era where regional destinations are vying for attention in key European capitals.

Strategic Expansion to South Korean Market

While strengthening its foothold in traditional European markets, the Region of the Ionian Islands is also exploring new international opportunities, with a particular focus on Asia. A significant step in this direction was the Region’s participation in the Seoul International Travel Fair (SITF) 2025, held in early June at the COEX Convention Center in the heart of Seoul, South Korea.

SITF is one of the most prestigious tourism trade fairs in Asia, attracting over fifty thousand visitors annually, including travel agencies, media representatives, tourism authorities, and international consumers. With more than 1,100 exhibitors from around the world, the fair provides a dynamic platform to present global destinations to South Korean travelers—one of Asia’s most active and travel-savvy outbound markets.

The Ionian Islands were showcased as a co-exhibitor with the Hellenic Tourism Organization (EOT), positioned in a highly visible and strategically chosen area of the exhibition hall. This partnership ensured a strong national presence and allowed the Ionian Islands to benefit from Greece’s established brand appeal while showcasing its own regional identity.

Interest among South Korean visitors was notably high, with many attendees expressing curiosity about the authentic experiences offered by the Ionian Islands. Key highlights that drew attention included the area’s unspoiled landscapes, Venetian-influenced architecture, local gastronomy, and rich cultural traditions—elements that resonate well with South Korean travelers who often seek immersive and scenic holidays abroad.

By participating in SITF, the Region has not only raised awareness about its offerings but also strengthened its network with travel agents, tour operators, and media based in South Korea. This lays the groundwork for future collaborations, promotional packages, and possible charter connections between South Korea and western Greece.

A Multi-Market Promotion Strategy

Together, these two campaigns reflect a broader multi-market tourism strategy by the Ionian Islands Region. Rather than focusing on one core market, the Region is diversifying its outreach to both traditional and emerging audiences. While the bus-wrap promotion in Rome reinforces ties with a reliable tourism source like Italy, the presence at SITF in Seoul signals a commitment to expanding into fast-growing travel markets in Asia.

The Ionian Islands have long been known for their turquoise waters, mountain villages, historic fortresses, and cosmopolitan ports. However, in an increasingly global and competitive travel landscape, simply relying on natural beauty is not enough. The Region’s current efforts demonstrate an understanding that visibility, innovation, and tailored engagement are essential for staying top-of-mind among modern travelers.

Greece’s Ionian Islands Region has launched a strategic tourism campaign linking Bulgaria, Greece, and South Korea through high-impact bus advertising in Rome and global outreach at Seoul’s top travel expo. This cross-market initiative aims to elevate the islands’ visibility across Europe and Asia by combining creative promotion with international partnerships.

Looking ahead, the Region of the Ionian Islands is expected to continue blending creative marketing approaches with strategic partnerships—leveraging both digital and physical platforms to attract visitors from every corner of the globe.

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