“The ‘Say Hallou-mi to Cyprus’ activation in London has been the standout destination campaign of the last 12 months. A simple idea and smart implementation has driven heightened awareness of Cyprus and contributed to record-breaking visitor numbers from the UK. The press campaign has created a palpable buzz with widespread coverage not only in the UK but at home too. And having personally visited the pop-up, the world is right to be excited about our national cheese halloumi. Take my word for it, the menu, including the now famous halloumi ice cream, is delicious.”