Yes, you've read the headline correctly. Greece's brilliant marketers -- the very agency responsible for promoting Greece's image abroad -- have resorted to adding the "visit Greece" slogan on seven million placemats that will grace the tables of thousands of diners up and down the Northeast corridor of the United States.
Dumfounded describes my initial reaction. It eventually escalates to anger, disgust and culminates with the lowering of my head in embarrassment.
For starters -- I love diners. A cheeseburger deluxe is a culinary staple every time I visit New York and I often wished that the ubiquitous Greek diners of the East Coast would be more prevalent in Chicago, where I live. My father owned a 24-hour restaurant/diner in Pittsburgh and I have fond memories of learning the values of hard work there. So before you consider throwing the elitist card my way, I am a son of a diner owner and was raised -- proudly raised -- working in a diner.
Also, just to set the record straight -- I like art. I collect art -- primarily Greek artists and much of my apartment is covered with Greek art.
And lastly, I have gone on record several times, professing my love for Greece. If you've never heard me say it before, I will say it here: Greece is the most beautiful country on earth. It trumps the Caribbean any day and although the Maldives may have cleaner and more pristine beaches -- Greece's islands aren't sinking and it doesn't take three days to get there.
I mention diners, art and Greece because they are the three main components of the latest (insert sarcasm here) campaign of brilliance created by Greece's national tourist board.
A partnership with a Greek American restaurant association -- comprised of over 3000 diners from Connecticut to New Jersey and all points in between -- will feature 6 million paper placemats with beautiful images donated by 20 Greek artists.
That's right -- Greek-inspired art promoting travel to Greece... on a placemat, in a diner. Yes, those paper placemats that you drip your chicken soup on... those placemats that your children use as doodling pads while they wait until their chicken strips and fries are served... those placemats that are crinkled up at the end of the meal service and used to clean up the mess left by the guests, and tossed into the garbage.
Am I the only one feeling the outrage and frustration over this "official" plan to promote Greece in the United States?
Placemats?? Yes placemats. With even "grander" plans, according to the story in To Vima, to put the art and "VisitGreece.gr" logo on... (are you ready?) plastic cups!
I'm surprised that these esteemed artists have agreed to such a plan. I wonder if they even know that their art will be used to clean up left over food, ketchup and spilled diet soda.
An alternative plan: How about making a placemat that includes facts and tidbits about the Greek diet... the benefits of Greek olive oil and other relevant information. The people reading this info are sitting down to eat, after all, not attending an art show at a gallery.
The project is the brainchild of Greece's chief tourism marketer, the deputy minister of tourism and culture Mr. George Nikitiadis.
The various press accounts of the initiative boast that that the project cost nothing to the Greek state since it is being paid for by commercial sponsors and the restaurant association -- a savings of seven million euro worth of promotion with zero cost to the ministry.
My first thought -- 6 million euros for 7 million throwaway placemats... These people need to find a new printer.
My second thought -- give me seven million euros and I'll show you how I can promote Greece in the United States.
I would launch poster contests at art schools throughout the world and viral video spot contests -- engaging the world's most creative people to create their impressions of Greece.
I would organize Greek culinary celebrations in cities throughout the nation where restaurants can celebrate what they are known for -- their food (not art!).
I would harness the power of the social media and the internet's infinite outreach.
I would organize grassroots campaigns to harness the passion of the Greek diaspora and its pure and real love for Greece and all things Greek with specific programs that will allow us to share our love for Greece with our American friends and neighbors.
Finally, my third thought -- Instead of engaging internationally-acclaimed brand strategists like Peter Economides, who is known throughout the world for his work on campaigns like Apple's "Think Different" campaign -- we are engaging the Greek American diners association to promote tourism to Greece.
Economides dazzled the world with a rebranding initiative he introduced at a recent conference in Thessaloniki. His slide presentation alone has been seen by tens of thousands of people and praise has come from near and far.
One has to wonder if the officials at the Greek tourist organization or the Ministry of Culture and Tourism even know that one of the world's greatest brand strategists is a diaspora Greek who lives in Greece and is passionate about the nation.
Probably not. If they knew -- he'd be brander in chief of all things Greek and not off re-branding cities in Cyprus and organizing international conferences in Istanbul.
No, Mr. Nikitiadis -- placemats and plastic throwaway cups are not the proper place to promote Greece. And restaurants are not the right place, either. Despite all that she has been though lately and no matter how low she has been sunk at the hands of so many politicians who have placed self-interest and self-promotion above the nation -- Greece deserves better.
Follow Gregory C. Pappas on Twitter: www.twitter.com/@gregpappas
At least with the Drachma corruption affected only Greece — now it affects the rest of the world. While all the political parties in Greece have a share in the current situation, the Papandreou clan did the biggest damage. With the slave trade in Eastern Block women, extreme nepotism, illegal immigration, homelessness, public-school destruction, and drugs, this family has been the caretaker of destroying the Greek people’s values. A return to “soft currency” would see a disappearance of the above as Drachmas cannot leave Greece as easily as Euros.
In the past there were Philhellenes and statesmen like Venizelos who helped Greece, now only default and the Drachma will save her after what the banking system and the Papandreou’s have done to disgrace Greece. Every Greek is to blame for having allowed the corruption to go on believing they had meson (pull), but this system worked for Greece with the Drachma. It does not work for the Euro, and austerity brings only breadlines now.
The actions of the Alliance For Greece have achieved exactly what the new spirit in art is putting forward. The PanGregorians and our sponsors merit only words of gratitude for giving us the opportunity to project, through our art, the effort that is being made to promote Greece and contribute to the country's economic recovery.
Current times demand actions, not words. We offer our inspiration and our works, knowing exactly how and where they will be put to use. Thus it would indeed be beneficial if you, with the ability and knowledge you have at your disposal, joined forces of your own accord, and organised art exhibitions with a view to promoting our culture, and more significantly, Greece itself.
We are at your disposal, awaiting actions.
Yours truly,
AGELIDOU DAPHNE
ANASTASIOU MARIA
ANDREADAKIS DIMITRIS
VERGI CHRISA
VORDONI ERIETTA
GEORGIADIS SAVVAS
GEORGIOU KOSTIS
GIANNAKAKI MARIA
DIMITRAKOPOULOU TANIA
KALOGEROPOULOU SOFIA
KANA IRENE
KOUKOS DIMITRIS
KOURSARIS SPYROS
MAROUDA KALLIRROI
BELDEKOS PANAGIOTIS
PALLANTAS CHRISTOS
RAZIS AGGELOS
SAMIOS PAVLOS
SARASITIS DIMITRIS
FILOPOULOU MARIA
Dear Mr. Pappas,
We have just been informed about the article which you were kind enough to publish about us.
In your article, you arbitrarily appoint yourself as champion of the Arts and of our works, ignoring the fact that we alone have the right to protect our works and the way in which these are used. At the same time, it is clear from your article that you are unaware of the new attitude towards art internationally, a new trend which is moving to liberate it from the strict constraints of art galleries and museums.
Art is a living form; Art should be able to reach every corner of the world and should be seen by as many eyes as possible; Art has ceased to be the privelege of a few and has broken out of royal courts; Art lives in the streets, in squares, even a painted wall is Art; Art inspires and is inspired by everyday man; Art chooses to live with everyday man in his everyday life.
To be continuous
My first thought was: €6 m.---I thought those guys were dead broke. Since when do they have money to pay for anything but their debts? By the way Mr Pappas, I was born in Pittsburgh and I love diners too.
Peter Economides' presentation was priceless and i hope that many in greece watch it and learn from it..but until the old guards are kicked out and new blood is put into positions that can make a difference, we will continue to see the same ole tiresome ideas..case, point, example: Greece's disastrous bid for the 1996 Olympics..same people same ideas...just bad ideas in general
I share my optimism via a talk about Greece that helps inspire Greeks during this challenging time. It's about things that make me, and many other Greeks, happy. Even at this time of crisis. And it's relevant to anyone in crisis...
It's my passport to eudaimonia: http://bit.ly/TEDeudaimonia