positioning Ayia Napa Marina

the challenge

Launched back in 2016 in a prime location of the island, Ayia Napa Marina was one of the first large-scale investment projects in Cyprus. The project was expected to be extremely beneficial for the local economy in the long-run by leading the way for nautical tourism in the country and is establishing the need for the development of marinas around the island. As such, it was important to ensure that the project was endorsed by all relevant stakeholders, and that positive perceptions were shaped among local communities, despite the scepticism that often prevails surrounding such large-scale development projects.

the campaign

As the official communications partner of Ayia Napa Marina since 2016, Action Cyprus developed a long-term strategy to position the project as a contributing factor to the enhancement of the Cypriot tourism product, through a dynamic and consistent plan of activities. This included creating hype around the official launch of the project and maintaining the momentum by promoting different aspects of the project (residential, commercial, marina services), leading up to the expected final completion.

The plan focuses on generating positive publicity through consistent content creation and distribution, building and maintaining good relations with the media and key stakeholders, radio spots, billboards, events, influencers’ marketing activations, etc. In addition, several tactical campaigns are being implemented throughout the year to raise awareness and create buzz around specific occasions, such as the official opening of the commercial zone, the promotion of the Christmas Village and other events.