The international Conference “Branding Mediterranean Europe: Tourism, Transport, and National Identity, 1945-1990,” held in June 2023 in Rethymno, Crete, was a significant event that brought together experts and researchers from a broad spectrum of fields to foster an interdisciplinary discussion on how tourism impacted Mediterranean Europe’s cultural identity, particularly during the period 1945-1990.
The conference was co-organized by the University of Sheffield, the ACG Center of Excellence in Food, Tourism and Leisure (CoEFTL), and the Institute of Mediterranean Studies. Their collaboration allowed for a comprehensive and interdisciplinary approach to the subject matter, incorporating perspectives from different academic fields. The conference was made possible through the generous support of Research England.
The conference was co-organized by Dr. Eirini Karamouzi, a prominent scholar affiliated with the University of Sheffield and Deree, and Fellow of the Institute for Hellenic Culture and the Liberal Arts (IHCLA). Dr. Karamouzi presented a fascinating study on Olympic Airways’ advertising campaign. Her presentation explored the impact of Olympic Airways on promoting regional identity during 1957-1990.
Another noteworthy contribution came from Dr. Maria Psimouli, Assistant Professor at Deree and Fellow of the CoEFTL, and Dr. Stella Kladou, Visiting Member of the IHCLA and Assistant Professor at the Hellenic Mediterranean University, who presented their paper entitled “Names & Fames: Exploring Brand Consistency through the Lens of Identity.” Their paper proposed an interdisciplinary approach that attracted the interest of the audience.
Overall, the International Conference “Branding Mediterranean Europe: Tourism, Transport, and National Identity, 1945-1990” served as a platform for scholars, researchers, and professionals and sparked engaging conversations and furthered our understanding of the complex interplay between branding, identity, and the cultural landscape of Mediterranean Europe during the post-war period.