Tourism of the Canary Islands has decided to repeat the campaign "Around the world in eight islands" from 2021, with which it intends to impact 38 million people from 14 different markets.
This promotional action, which was launched last year, seeks to attract three profiles of tourists, the family, the nature lover and those interested in discovering the identity of the archipelago with a budget of 1.6 million euros.
“The objective is to take advantage of the strengths of the archipelago compared to other destinations in the current health and geopolitical context, and to attract travelers for the autumn who, at another time, would opt to choose other more distant and exotic places,” explains the Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla.
Inspired by the well-known novel 'Around the World in 80 Days', by Jules Verne, Tourism has decided to bet on it again for two reasons. The first is to optimize the investment made in the productions of the different creative pieces: videos, photographs, "stories" and "landing page", housed on the Hola Islas Canarias website.
This time, it will be a more powerful campaign, made up of 512 different results that arise from combining the different creativities, tourist profiles and countries.
The second reason is the great reach that this promotional action had last year, when two waves were launched, the first of them exclusively for the national market, which reached 14.7 million people, 179% above what was planned, and the second of them of a national and international nature, which reached 24.7 million people.
This time, there will be four waves, the first of them this month. “We have chosen May to start the launch of the campaign based on the studies of our Tourism Intelligence department, which indicate that 25% of nature tourists, with an exploring, adventurous profile and with an interest in discovering the destination, start their reservations three months in advance,” explains Castilla.
The promotional action will begin to position the Canary Islands in the minds of potential tourists who will travel in the fall, a season in which the archipelago is a leader in this segment that values the mild temperatures of the islands compared to the European cold.
It should be noted that the message of the campaign revolves around two main lines of communication. On the one hand, it highlights the diversity of natural spaces in the archipelago and, on the other, it highlights the cultural identity, reinforcing the authenticity of the destination to attract this new profile of nature tourist who is interested in more than landscapes, as they want to discover and get involved in the local, in those differentiating aspects of the place that make it unique.
In addition, the campaign has a creative line specially aimed at families with children, highlighting the islands as a nearby and safe destination, which are attributes that this type of tourist seeks.
The campaign is already active in 14 markets: United Kingdom, Germany, Belgium, Ireland, Norway, France, Holland, Switzerland, Sweden, Denmark, Finland, Italy, Austria and Spain, with the exception of the Canary Islands. It will be launched in four waves in May, July, October and November, and it is expected that 9.5 million unique users will be reached in each of them, that is, a total of 38 million people.
