Turismo de Canarias kicked off this week the campaign to attract national visitors for the summer with the projection of impressive audiovisual pieces of the archipelago in the Plaza de Callao, in the capital of Madrid.
From May 21 to 29, the Islas Canarias brand will show the diversity of the destination, complemented with messages that invite the viewer to discover the curiosities of the archipelago through the synchrony of eight giant digital screens that converge in this area.
“This action in Callao is part of the promotional campaign aimed at attracting peninsular tourists in the summer, which bases its value proposition on unique experiences that can only be lived on the islands and which has an investment of two million euros,” explains the Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla.
The objective of this action is to awaken the interest of the more than two million people who pass through this mythical and central area of Madrid. With messages such as "Why Hollywood fell in love with the Canary Islands", "How natural pools are formed", "The beach of the two shores" or "How it is cultivated on lava" it is intended to attract attention to the curiosities that star in this campaign.
Through these enigmatic proposals, it is intended to boost traffic to the "landing page" curiosasislas.com. In addition, with the aim of reinforcing the capacity to remember in the potential tourist, this outdoor action is completed with a ‘retargeting mobile’ strategy, with which the Islas Canarias brand is taken directly to the mobile device of passers-by and with which it is intended to achieve an improvement in web traffic ratios of between 5 and 10 points.
“We use an advanced technological system that allows us to anonymously identify audiences, to whom we offer advertising content of interest that enriches their browsing and allows greater interaction with the Canary Islands. With this, we achieve a total immersive experience that begins in the external environment and derives to the digital environment,” explains Castilla.
