The World: Athens - Greek Tourism strikes a deal with E! Entertainment

The Greek National Tourism Organisation is partnering with E! Entertainment Television, the US-based network, in an attempt to attract more big-spending visitors to the country.

The year-long European multiplatform campaign will consist of on-air and online advertising and result in GNTO exposure at high-profile events covered by the network including the Cannes and Rome film festivals.

As part of the deal, GNTO will also be the primary sponsor of the "red carpet" section of E! Online's recently launched websites in the UK, France, Italy and Germany.

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