transforming Ayia Napa Marina into a winter wonderland

the challenge

Ayia Napa Marina, a relatively new venue in Cyprus, faced the challenge of seasonal fluctuation common in the Protaras-Ayia Napa-Paralimni region of the island.
Although these areas are popular summer destinations, they lack winter visitor engagement. The objective was to invigorate the Marina, drawing in both the local community and visitors from across Cyprus by providing a unique experience.

The goal was to establish the Marina as a must-visit Christmas destination in Cyprus, with impressive decorations and a rich programme to attract audiences of all ages, especially families. The activities needed to strategically spread across the Marina to encourage exploration and familiarize visitors with the various dining and shopping options available.

our approach

Strategic and Creative Planning:

• Research and Analysis: Action’s Cyprus team examined successful Christmas villages abroad, noted public preferences, and evaluated local competition.
• Purpose Definition: The primary aim was to increase visitor numbers and engage the local community.
• Duration and Budget: Action Cyprus set the event duration and established a comprehensive budget covering decorations, lighting ceremonies, activities, and supervision.
• Layout Design: The village was divided into zones with various points of interest, ensuring smooth visitor flow.
• Decorations and Installations: Detailed plans for decorations, including lights, music, and Instagrammable spots, were made, with installation scheduled before the launch date.
• Grand Lighting Ceremony: Our local team planned a spectacular lighting ceremony featuring two well-known hosts, the lighting of the grand Christmas tree, fireworks, and a festive program with live performances.
• Event Schedule: Action prepared a detailed schedule of live performances, interactive activities, children’s theater, workshops, and themed parades.
• Vendor Coordination: A list of local vendors was compiled to create a vibrant market offering festive foods, drinks, and gifts.
• Communication Plan: A robust communication strategy was developed, including articles in local portals, social media advertising, newsletters, OOH advertising, and promotional materials in high-traffic local areas.

Implementation:

• Identity and Branding: We designed the identity and logo of the Christmas village, reflecting the joy and brightness of the holiday season while aligning with the Marina’s brand. This identity was applied across all communication materials, including key visuals, OOH designs, social media, brochures, and event programs. A 3D illuminated logo was also created for an Instagrammable spot.
• Stunning Decorations: The Marina was transformed into a large Christmas village with thousands of lights, a giant Christmas tree, various decorative installations, wooden market stalls, relaxation corners with picnic tables, a large central stage for events, and a smaller indoor stage for children’s performances. Christmas melodies played throughout the Marina to enhance the festive atmosphere.
• Grand Opening: The lighting ceremony featured hosts Andri Karantoni and Kostas Karnakis, with the Interior Minister and the CEO of the Marina group conducting the lighting. The event included fireworks, artificial snow, a thematic parade, dance shows, and live music by the Cypriot band OnTour, attracting significant media coverage.
• Christmas Market and Entertainment: Throughout the 22-day event (December 9-30, 2023), 13 vendors offered a variety of food and beverages. The entertainment program included live music, dance shows, theater, interactive performances, workshops, magician shows, parades, and Santa’s workshop, providing free rides on a carousel and a Ferris wheel for children.

the results

The Ayia Napa Marina Christmas Village was a resounding success, distinguishing itself from other villages and establishing the Marina as a unique Christmas destination by the sea. The impressive decorations, grand opening ceremony, and rich program attracted a wide audience, especially from the local community. The CEO of the Marina promised the event’s return next year.

Visitor numbers surged, and the Marina’s restaurants and venues experienced significant increases in traffic and sales.