The through-the-line campaign, which will appear in 24 European countries, will include press, TV, posters and radio. The ads will break in the UK at the end of this month.
While the creative work is by Team Saatchi, the account will be managed day to day by Adel Saatchi & Saatchi in Athens. Saatchi's won the account following a competitive pitch.
The campaign's theme, aimed at promoting Greece during its hosting of the 2004 Olympic Games, will be "Your best time yet". Ads feature visitors enjoying "personal best" times and setting "records" of enjoyment while on holiday.
The copy will also promote the improvements in infrastructure made in the run-up to the Olympics in Athens.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.