The municipality of Paralimni-Deryneia has hired Peter Economides, the brand strategist behind global names such as Apple and Pepsi, to rebrand Protaras and pitch it as one of Europe’s most attractive tourism destinations.
Results from the first phase of the project were recently presented to sponsors and municipal council members. The presentation set out the next steps needed to build a unified and sustainable tourism brand for Protaras and the wider municipality, with the stated goal of establishing the area “as one of the most attractive destinations in the Mediterranean and Europe,” according to a municipal announcement.
The first phase mapped the area’s comparative advantages and wove them into a narrative the municipality wants to promote, built around sun and sea, history and culture, gastronomy, wellness tourism, and sports and diving tourism.
Economides presented what the municipality described as “the new broader name-identity of the tourism destination,” adding that the visual identity and design applications would follow and “be unveiled at a major event before key tourism stakeholders and members of the Cabinet.”
Mayor Giorgos Nikolettos said the municipality is pioneering at a national level as the first local authority “to proceed methodically with comprehensive strategic branding based on international best practices.” He stressed the initiative goes beyond promotion and amounts to a long-term development tool aimed at sustainable prosperity for the local community and international competitiveness for the destination.
The choice of Economides was deliberate, he said, as he has shaped brands for countries, organisations and major corporations including Apple and Pepsi.
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