The Tourism of the Canary Islands campaign 'The Other Winter' has been awarded in the XX Edition of the JCDecaux Outdoor Creativity Awards 2022, specifically with a silver in the Digital Innovation category.
The JCDecaux Outdoor Creativity Awards recognize and reward the most creative advertising campaigns designed and conceived for the outdoor medium, which seek to connect their brands with urban audiences by combining the physical world with innovation and digital technology.
The Tourism of the Canary Islands initiative, launched in October last year by Initiative (IPG Mediabrands) and Proximity BBDO, promoted a message linked to the attractiveness of the archipelago during the winter season and impacted more than fifteen markets in Europe.
The campaign managed to boost the arrival of European visitors and, in fact, the Canary Islands surpassed the Spanish average in tourism recovery after the pandemic, with 88% compared to 65% of the rest of the autonomous communities.
"We managed to adapt outdoor advertising to the social and cultural characteristics of each market, achieving significant results internationally by attracting more than 2.5 million tourists, thus increasing the conversion rate of physical visits and improving the cost per visit," explains the Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla.
"We faced the challenge of creating an efficient campaign in 16 different markets throughout Europe," says Castilla, who recalls that this initiative focused on highlighting the most relevant value of the destination in the winter season, the climate, "at a time when potential tourists needed to escape the cold and were looking for well-known destinations where they could disconnect from the routine in a relaxed atmosphere, without unforeseen events, to enjoy quality time."
To convey this message, we chose to use conceptual images that represented symbolic elements of winter, generating a visual contrast between the temperatures of origin and the climate that they were going to find in the Canary Islands. In this sense, the interactive outdoor campaign indicated at all times the weather forecast of the city where the ads were located, which were compared with the climate that was being experienced at that time in the Canary winter.
"The integration of technology allowed us to launch real-time ads with which we managed to generate greater emotional involvement with the Islas Canarias brand, placing ourselves more strongly in the minds of our potential tourists and, therefore, increasing the chances that this memory would be transformed into the decision to buy a trip to the Canary Islands," details the Minister.
