revitalising Cyprus’ hidden gems

the challenge

The Ministry of Tourism in Cyprus, aimed to promote the “Heartland of Legends” route to showcase the island’s less-travelled spots and unique experiences. The main goal was to attract people to the route’s website and motivate them to visit these places themselves.

our approach

Action’s specialised digital team developed a campaign targeting those looking for real, off-the-beaten-path experiences, emphasising the route’s distinctive sights and tales. With the heartfelt slogan “Heartland of Legends. Ζει στην Kαρδιά σου” (“It Lives in Your Heart”), the campaign used a manifesto, engaging videos starring @JoyofOrigins, and other diverse online content. This approach highlighted the true essence of Cypriot life, the beauty of the island’s landscapes, and the value of local traditions.

The campaign drew a huge audience with its videos, banners and articles, while social media created a significant buzz. This not only boosted the route’s profile, but also ignited a tourism and cultural trend, making it a highly recommended visit and deeply influencing the region.