Folli-Follie Plans Campaign to Attract Tourists to Greece

Folli-Follie SA (FFGRP), a Greek fashion accessories manufacturer and retailer, is starting an advertising campaign to promote the country abroad as its economy contracts for a fifth year.

“Especially during this difficult time Greece is living through, private/business initiatives are more necessary than ever,” the Athens-based company said in an e-mailed statement.

“Crazy for Greece,” as the campaign is called, will be shot on the island of Spetses, and will feature the Greek flag.

The aim is to attract tourists, with an emphasis on the Asian market, and the advertisements will be broadcast on television and the Internet, featured in newspapers and magazines and posted on billboards, Folli-Follie said in the statement.

The company has 440 sale points in 24 countries, including China, Japan, Korea, the U.S, Canada, the United Arab Emirates, Switzerland, France and the U.K.

Tourism, Greece’s biggest industry, accounted for almost 16 percent of gross domestic product and almost one in five jobs in 2011, according to the London-based World Travel and Tourism Council.

To contact the reporter on this story: Natalie Weeks in Athens at nweeks2@bloomberg.net

To contact the editor responsible for this story: Jerrold Colten at jcolten@bloomberg.net

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