A new campaign from Ogilvy Athens for the National Greek Tourism Organization invites all fellow Europeans to explore the urban side of the country, and comes with the creation of a new term: the Greekend. Short distance trips within Europe — also known as city breaks — are an up-and-coming touristic trend among European citizens. The new campaign highlights the year-round good temperatures, the short distances within the cities, as well as the numerous 24/7 food and entertainment options, that makes Greece a perfect getaway. This kind of lifestyle is so uniquely Greek that it deserved its own definition.