Tourism of the Canary Islands has launched the promotional campaign 'Holy Week' to boost reservations from the national market. This action uses a humorous parallel with the saints to show the diversity of the offer and the landscapes of the islands and thus accompany an offer of air seats 18.4% higher than in the same period of 2019.
For this holiday, airlines have put a total of 165,299 seats on sale, that is, 25,644 more seats than in the pre-pandemic era. "This high air capacity is very positive data and confirms the recovery of our sector, although we must be cautious because we cannot ignore the current economic uncertainty that exists not only in Spain, but in the rest of our issuing markets," explains the Minister of Tourism, Yaiza Castilla.
So that these seats become passengers, Tourism of the Canary Islands has launched the campaign 'Holy Week', whose creative concept starts from the idea that, on these dates, citizens need a period of rest from the daily routine and only the Canary Islands offers a different option to do so.
"With the peace of mind that it gives us to verify that airlines continue to bet on our destination, from Tourism of the Canary Islands we launched this campaign that avoids the conventional to boost reservations among our peninsular tourists, who are looking for a vacation of disconnection and with good weather," explains the counselor.
Holy Sunbed and Saint Dip
Through a contextual creative development, the pieces are linked to Holy Week using a parallel with the saints. Thus, on the islands they are prepared to perform their miracles Holy Sunbed, Saint Dip, Holy Route or Saint Tapas, among other 'saints' that personify the diversity of the offer and the landscapes of the archipelago. Tourism of the Canary Islands is committed on this occasion to a casual code and with a touch of humor that aims to generate notoriety in the national market.
The media plan is mainly oriented to the digital field, although it also includes radio, and plans to launch 9 million impacts and achieve at least 2.5 million video views, using supports such as YouTube and the main general digital media in Spain.
In social networks, the objective will be to achieve the greatest possible interaction with the target audience, so together with the 'reels' a viral action will be activated that, through a filter, will allow the user to personalize with his face a stamp of the 'Canarian saint' with which he best identifies.
To carry out this media planning, various tools have been used that allow identifying audiences with greater travel potential to the islands, for which multiple consumption and business variables are crossed, in addition to taking into account the interests of the user, navigation patterns and active searches for flights and trips, among other aspects. "In this way, we guarantee the effectiveness of the investment, by impacting individuals with a greater intention to purchase trips," explains Castilla.
With the aim of expanding coverage, the campaign also works on some special actions, highlighting its activation in a television program of maximum audience with a humorous approach, where Santa Tumbona will go to the set to encourage viewers to travel to the islands.
Likewise, street surveys will be carried out to share this 'Canarian saint's day' with the public, remembering that the climate and diversity of the archipelago are the perfect combination for this Holy Week. The campaign, which will be active until the end of March, has a budget of 250,000 euros financed with REACT-EU funds.
