A hundred years in the making

In 2014, a Belle Époque landmark turned one hundred and needed a celebration worthy of its story.

Completed in 1914 by the Anargyros shipping family, the Poseidonion Grand Hotel was inspired by the great hotels of the French Riviera, such as the Carlton in Cannes and the Negresco in Nice. It helped make Spetses the favourite island of the Greek bourgeoisie, and it remains a defining presence on the island's skyline.
For its centenary, the hotel asked for a full-scale communications programme. The brief went beyond the anniversary itself: the programme had to highlight the hotel's hundred years and present the Poseidonion as an initiator of cultural life, a hotel that sets the tone for Spetses.

A British tradition, made for Spetses

We built a celebration of classic bicycles and tweed because it matched the hotel's era, style and spirit.

Among the centenary events, A Weekend in Tweed was created as a stylish, sartorial complement to the rest of the programme. Its concept, a ride on classic bicycles in vintage tweed, turns the island's streets into a stage for heritage style, where every outfit and every bicycle tells a story. It carried exactly the qualities the Poseidonion stands for: heritage, elegance and a sense of occasion.

We adapted it to its new setting. In Spetses, the ride became a three-day event with the Poseidonion as its starting point and home, combining British tradition with the cosmopolitan character of the "Island of Scents". The hotel's Belle Époque façade became the backdrop of every gathering, and the event's mood became an extension of the hotel's own.

From one weekend to every autumn

Planned as a one-off, the first edition earned its place on the calendar.

The first edition brought more than 200 lovers of vintage style from Greece and abroad to the island and the Poseidonion. It generated more than 50 references in major Greek media and over 400,000 impressions across the hotel's social media platforms, with user-generated content carrying it further still.

The response turned a centenary idea into a commitment. Travelworks and the Poseidonion decided to repeat the event every year, and A Weekend in Tweed grew into a three-day autumn gathering with its own identity, programme and loyal community of "Tweeders".

Polished bicycles, tweed jackets and a retro mood, open to anyone willing to join the journey.

The island as the stage

The event leaves the hotel's doors and takes the whole of Spetses with it.

A Weekend in Tweed starts at the Poseidonion and then moves through the island. Riders set off past Spetses' characteristic landmarks, through cobbled alleys and pine-scented lanes, with views over the Argosaronic Gulf. Over the years the programme has used the island's own places as its venues: a treasure hunt through the historic quarters, an open-air luncheon on the grounds of the Anargyrios and Korgialenios School of Spetses, a picnic at Paradise Beach, and the Concours d'Elegance at the Ciné Titania.
The island's people and institutions are part of the event too. It is staged with the Hellenic Bicycle Museum, the first museum dedicated exclusively to classic bicycles, and held under the auspices of the Municipality of Spetses and the Spetses Commercial and Craft Association. Local bike shops check and rent bicycles to participants, and island businesses join as supporters.
The result is an event that strengthens the hotel and its destination together. Every edition presents the Poseidonion as the island's cultural host, and presents Spetses as a place with a living sense of style and history. In the hotel's wider communications, A Weekend in Tweed now stands as one of the emblematic moments of the island's calendar.

The brand dividend

A themed event this close to the hotel's identity strengthens the brand with every edition

The strength of A Weekend in Tweed lies in its fit. The Poseidonion opened in 1914, at the height of the Belle Époque; the event celebrates the dress, bicycles and manners of that same era. Guests, riders and readers meet the event and the hotel as one story, so everything the event achieves is credited to the brand.
That fit turns a three-day programme into a year-round asset. It gives the hotel an annual news moment, a growing library of images and stories, a community that returns, and a leading role in the cultural life of its island.

Heritage, made visible. Each edition retells the hotel's 1914 story in a living, contemporary form, keeping tradition current for new generations of travellers.
Cultural leadership. The event positions the Poseidonion as an initiator of cultural life on Spetses, a role recognised by the Municipality of Spetses and the island's commercial association, under whose auspices it takes place.
A recurring reason for coverage. Every autumn brings a fresh news hook for media and a fresh wave of content.
A content library that renews itself. Each weekend produces new photography, video and user-generated content, which feeds the hotel's channels long after the event, through throwback posts and blog stories.
A community of ambassadors. Returning participants, the "Tweeders", share the hotel through their own photographs and networks, carrying its image further than its own channels reach.

Project specs

Project timeline: Q1 2014 - today
Project scope: Content strategy & curation, PR & Media Relations, Social Media management
Travelworks team: K. Fotopoulou, D. Moraiti, N. Paschali, D. Paraschaki, C. Kourkoulou, M. Dimou, A. Roussou

Case study date: Q4 2026