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Jan-Mar | 13 5 years 2board
MANIFESTO
5 YEARS 2board
T he title of this editorial is by no means when in travel”, constituting an essential, indispen- Even if, in a technocratic, often harsh, competi-
inappropriate. For everything began sable read on the multidimensional experiences tive world, credentials underpinned by the cold
with a proclamation. Or more pre- offered not only by travelling, but also by Greece precision of Arabic numerals are demanded,
cisely, a tender notice issued by Ath- and its capital in particular. It must also involve its again we succeeded. There can be no doubt-
ens International Airport back in the potential readership both on a practical and an ing this. A cursory glance at the following pag-
summer of 2007, inviting bids for “A quarterly, emotional level, while educating, informing and es will suffice.
free press bilingual magazine focusing on trav- entertaining readers with its suggestions about This is why we are celebrating the magazine’s
el and tourism, which at the same time reflects all aspects of travel, travel lifestyle and culture. first five years with this anniversary edition.
AIA’s prestige and covers all the services and Our manifesto was ambitious: And although, in the present conjuncture, such
activities of a modern airport”. Originality, hospitality, info-quality: ‘2board’ will decisions may be regarded as provocative and
While simple in its wording, the invitation proved seek nothing less than to shape the discourse on you risk being labelled a daydreamer, it is im-
in practice to be something of a puzzle, particu- Travel, Art & Culture, Style, Design & Technology. possible to ignore the past five years and all the
larly in terms of complexity. Sharply intelligent and visually compelling, the changes they brought for the way we live, trav-
A challenge indeed, as well as a challenging con- magazine will address business and /or leisure el, work and vacation. Not to mention the fact
cept. But to paraphrase Oscar Wilde, “An idea travellers with high spending power who set that there is still so much to discover, even de-
that is not challenging” – in his words “danger- trends and demand quality journalism, fresh vise, and admire.
ous” – “is unworthy of being called an idea at all.” design and provocative ideas. Under no circumstances do we overlook the dif-
To design a worthy product, in this case a good Perceptive and flexible, it will be the definitive ficulties in general facing Greek society and the
magazine, you must know or decide not only to source of information for those who have ele- limitations that have been placed, even on the
whom the product is addressed but also how... vated travel to a life quest. ability to travel, but equally we should not for-
Do you design a magazine for Greeks travelling A magazine designed for discerning travellers, get that 2board is the only international, Greek
abroad or for foreign visitors coming to Athens not tourists, showcasing the finest, most au- magazine and that travel is a dream to which
and the rest of Greece? Or both? thoritative travel writing and photography from we are all entitled .
Do you design a magazine for the traveller or Greece and around the world. It will target those Even if you are now unable to travel or can trav-
the tourist? A magazine that will appeal more who prefer to travel independently, who appreci- el only a little compared to the past, and I in-
to women or to men? And in what proportion? ate the authentic ‘character’ of each destination clude myself here, it is wrong to stop dream-
Material related to leisure or also to business? and to whom getting to know new cultures and ing. Travel today is a global passion and at the
Explore Athens (and Greece) or explore the countries means a succession of small, grati- same time perhaps the best way, when you do
world? Or both? And what is the common de- fying discoveries. it properly, to discover yourself, rather than get
nominator of all these factors? A magazine which, though read at an altitude away from yourself, something which in any
These were just some of the thorny issues fac- of 30,000 feet, will be down-to-earth, for peo- case is impossible.
ing us when we began to design the magazine. ple who do not just dream about travel desti- And even if travel reveals just how small you
Because, even without additional questions re- nations but live them. are or how minute a space you occupy in the
garding age groups and educational level, in the Summa summarum, a magazine for innumer- world, it is still a means for taking one more
case of this particular project it soon became able potential readers among the millions of step toward knowledge and self-fulfilment, its
clear that “the ingredients are familiar but the passengers passing through Athens Interna- experiences and memories settling like pieces
recipe is tough”. tional Airport, with one clearly defined mission: of orange in your vital juices…
The truth is that much hard work was needed, to become the trailblazing free press maga- Five years before and five years after. As Greeks
along with countless reviews, before we came zine of Greece and leader among airport mag- we want to look ahead with optimism and it looks
up with – then – the magazine that we have azines worldwide. like the next five years will bring even greater,
been publishing for the past five years. Did we achieve this? Did we succeed? Yes, we perhaps seismic, changes in our field of activity.
Throughout this entire process, we were guid- succeeded! A subjective conclusion, one might So, all aboard with 2board at AIA. Fasten your
ed by a number of firm standards, or criteria contend… seat belts. Despite some temporary turbulence
if you like; we knew that the magazine had to: Perhaps, but if “success is liking yourself, lik- over Greece, it’s going to be a great flight!
Provide its discerning audience with an objective, ing what you do and liking how you do it,” then
reliable and valuable blend of “where, how and we have succeeded. Petros Bourovilis
P.S. I would like to take this opportunity to express my warm thanks to the management of ‘Eleftherios Venizelos’ airport for acknowledging our ideas and efforts, as well as the trust they
have shown in working with us on this project these past years. Also, my sincere thanks to all those who have worked on the magazine during this time, constantly giving their best.
20
MANIFESTO
5 YEARS 2board
T he title of this editorial is by no means when in travel”, constituting an essential, indispen- Even if, in a technocratic, often harsh, competi-
inappropriate. For everything began sable read on the multidimensional experiences tive world, credentials underpinned by the cold
with a proclamation. Or more pre- offered not only by travelling, but also by Greece precision of Arabic numerals are demanded,
cisely, a tender notice issued by Ath- and its capital in particular. It must also involve its again we succeeded. There can be no doubt-
ens International Airport back in the potential readership both on a practical and an ing this. A cursory glance at the following pag-
summer of 2007, inviting bids for “A quarterly, emotional level, while educating, informing and es will suffice.
free press bilingual magazine focusing on trav- entertaining readers with its suggestions about This is why we are celebrating the magazine’s
el and tourism, which at the same time reflects all aspects of travel, travel lifestyle and culture. first five years with this anniversary edition.
AIA’s prestige and covers all the services and Our manifesto was ambitious: And although, in the present conjuncture, such
activities of a modern airport”. Originality, hospitality, info-quality: ‘2board’ will decisions may be regarded as provocative and
While simple in its wording, the invitation proved seek nothing less than to shape the discourse on you risk being labelled a daydreamer, it is im-
in practice to be something of a puzzle, particu- Travel, Art & Culture, Style, Design & Technology. possible to ignore the past five years and all the
larly in terms of complexity. Sharply intelligent and visually compelling, the changes they brought for the way we live, trav-
A challenge indeed, as well as a challenging con- magazine will address business and /or leisure el, work and vacation. Not to mention the fact
cept. But to paraphrase Oscar Wilde, “An idea travellers with high spending power who set that there is still so much to discover, even de-
that is not challenging” – in his words “danger- trends and demand quality journalism, fresh vise, and admire.
ous” – “is unworthy of being called an idea at all.” design and provocative ideas. Under no circumstances do we overlook the dif-
To design a worthy product, in this case a good Perceptive and flexible, it will be the definitive ficulties in general facing Greek society and the
magazine, you must know or decide not only to source of information for those who have ele- limitations that have been placed, even on the
whom the product is addressed but also how... vated travel to a life quest. ability to travel, but equally we should not for-
Do you design a magazine for Greeks travelling A magazine designed for discerning travellers, get that 2board is the only international, Greek
abroad or for foreign visitors coming to Athens not tourists, showcasing the finest, most au- magazine and that travel is a dream to which
and the rest of Greece? Or both? thoritative travel writing and photography from we are all entitled .
Do you design a magazine for the traveller or Greece and around the world. It will target those Even if you are now unable to travel or can trav-
the tourist? A magazine that will appeal more who prefer to travel independently, who appreci- el only a little compared to the past, and I in-
to women or to men? And in what proportion? ate the authentic ‘character’ of each destination clude myself here, it is wrong to stop dream-
Material related to leisure or also to business? and to whom getting to know new cultures and ing. Travel today is a global passion and at the
Explore Athens (and Greece) or explore the countries means a succession of small, grati- same time perhaps the best way, when you do
world? Or both? And what is the common de- fying discoveries. it properly, to discover yourself, rather than get
nominator of all these factors? A magazine which, though read at an altitude away from yourself, something which in any
These were just some of the thorny issues fac- of 30,000 feet, will be down-to-earth, for peo- case is impossible.
ing us when we began to design the magazine. ple who do not just dream about travel desti- And even if travel reveals just how small you
Because, even without additional questions re- nations but live them. are or how minute a space you occupy in the
garding age groups and educational level, in the Summa summarum, a magazine for innumer- world, it is still a means for taking one more
case of this particular project it soon became able potential readers among the millions of step toward knowledge and self-fulfilment, its
clear that “the ingredients are familiar but the passengers passing through Athens Interna- experiences and memories settling like pieces
recipe is tough”. tional Airport, with one clearly defined mission: of orange in your vital juices…
The truth is that much hard work was needed, to become the trailblazing free press maga- Five years before and five years after. As Greeks
along with countless reviews, before we came zine of Greece and leader among airport mag- we want to look ahead with optimism and it looks
up with – then – the magazine that we have azines worldwide. like the next five years will bring even greater,
been publishing for the past five years. Did we achieve this? Did we succeed? Yes, we perhaps seismic, changes in our field of activity.
Throughout this entire process, we were guid- succeeded! A subjective conclusion, one might So, all aboard with 2board at AIA. Fasten your
ed by a number of firm standards, or criteria contend… seat belts. Despite some temporary turbulence
if you like; we knew that the magazine had to: Perhaps, but if “success is liking yourself, lik- over Greece, it’s going to be a great flight!
Provide its discerning audience with an objective, ing what you do and liking how you do it,” then
reliable and valuable blend of “where, how and we have succeeded. Petros Bourovilis
P.S. I would like to take this opportunity to express my warm thanks to the management of ‘Eleftherios Venizelos’ airport for acknowledging our ideas and efforts, as well as the trust they
have shown in working with us on this project these past years. Also, my sincere thanks to all those who have worked on the magazine during this time, constantly giving their best.
20
