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Communication Strategy

Our strategy bridges the situation analysis and our communication plan, making sure it reaches its vision. While we use interpersonal, nonverbal, written and oral communication, our strategy to achieve our goals is based on four pillars of concentration:

  • Audience: We continually strive to know more about our audiences in order to have relevant, truthful and emotional engaging.  Demographics, mindset, the politically changed environment, societal influences, trend influences on target audiences, are essential knowledge in order to adopt our plan, find the tone and reset the scene to promote Cyprus.


  • Message: Our message has to be smart, relevant and focused. We have an important story to tell, the story of us.  We have to tell it well and in an interesting, relevant, and persuasive manner in order to make it count. We also have to use effective and meaningful communication to ensure our audiences’ attention. Minds have to change before behaviour does, so we focus on changing the minds of those who don’t know us, and reinforce our image for those who do.


  • Creativity: We constantly look for creative ways to make our message integration successful. In a horizon of virtually unlimited ways to tell a story and taking as a fact that is difficult to bring objective metrics to a subjective subject like creativity, we base our case-by-case decision on the creative direction each campaign will take, based on the end-effect we want, always balancing the emotional with the rational level of effect on our target audience and establishing long-term viability.


  • Media: Our message needs to be wherever our target audience is, and our choice of media is a reflection of the relevant market. Based on the financial limitations of budgeting, we strive to make use of media so that our audience is most receptive to our message. We also strive for multiple exposures of our audience to our message in order to move from awareness, to familiarity and preference, culminating in continually habitual behaviour.