Turismo de Canarias has launched a campaign to attract teleworkers through the installation of giant screens on board trucks that will travel the streets of London and Berlin, and messages on the giant screen of Cines Callao (Madrid).
With this new campaign, aimed at 12 European markets, the aim is to convey the message that the Canary Islands offers "endless leisure plans in globally consolidated micro-tourist destinations" and a range of outdoor activities in "one of the best natural environments in Europe", as indicated by the Minister of Tourism, Yaiza Castilla.
Turismo de Canarias has invested 600,000 euros, charged to the REACT-UE funds, for this campaign that is already underway in the United Kingdom, Germany, Spain, France, Italy, Ireland, Finland, Sweden, Switzerland, Belgium, the Netherlands and the Czech Republic.
Strategically designed promotional actions
In this way, novel and large-format pieces have been designed for London and Berlin, where several vehicles with giant digital screens will follow a "strategically designed" route, which runs through business and technology areas where companies related to work flexibility and a large number of people who can work remotely are concentrated.
In Madrid, the Cines Callao screen will include messages such as "You can send another bomb email to your co-worker or invite them to dive bomb with you" or "You can send your colleague for a walk or invite them to walk with you through forests like this one".
In the same creative line, but in this case in order to achieve affinity with the potential tourist, pieces have also been designed that will impact them through social media, such as 'reels', interactive 'stories' and photographs in carousel format.
In addition, Turismo de Canarias will launch its message and increase the notoriety of the Islas Canarias brand through the well-known file transfer platform WeTransfer, a tool widely used by teleworkers.
More than 40,000 teleworkers so far this year
With this new international campaign, the second for this segment, the Canary Islands enters "a new phase of communication", emphasizes the Minister of Tourism: "The message seems to have resonated among the community of 'remote workers' in Europe, who are beginning to consolidate as a structural segment within the archipelago's tourism model, increasingly diversified and less dependent".
According to Nomad List, the world's leading portal for 'remote workers', 45,800 teleworkers arrived on the islands between January and November.
These tourists enjoy an average stay of 50 nights and spend an average of 3,171 euros, according to the latest reports from Turismo de Islas Canarias, an amount that is equivalent to the average expenditure made by 120,400 vacation tourists.
In comparison with the average tourist, remote workers spend significantly more in restaurants and cafeterias, supermarkets, sports activities, museums and inter-island tickets, so it is a type of redistributed expenditure that directly reverts to the local economy of the eight islands.
Regarding the countries of origin of remote workers, according to data handled by the Canary Islands Association of Collaborative Spaces, Germany is in the lead (27%), followed by the United Kingdom (12%), the Netherlands (10%), the Czech Republic (8%), the United States (6.6%), Spain (6.6%) and Ireland (5%).