Turismo de Islas Canarias has launched a campaign to promote cultural heritage focused on personalizing content through the use of technology, according to published by the Canary Islands Government News Portal.
The Ministry of Tourism, Industry and Commerce of the Canary Islands Government, in collaboration with the public company Turismo de Islas Canarias, uses browsing data from the holaislascanarias.com page to impact users who have visited the website and have shown interest in the culture and nature of the archipelago, a digital marketing technique called retargeting.
“We use technological tools that are not available to all brands to make our communication much more efficient,” says the Minister of Tourism, Yaiza Castilla. “The message we send is received by an audience that already has an interest in the islands and to whom we offer tourism products that, coinciding with their interests, may attract their attention more, thus serving as a stimulus for their final decision in choosing the destination.”
In addition, the minister clarifies that the design and implementation of the campaign comply with the objectives established in the Strategic Plan for the Promotion of Heritage Tourism in the Canary Islands, completed in 2021 by the Ministry. “We intend to provide a positioning strategy of its own to the promotion of the Canary Islands' cultural heritage as a tourist resource, in addition to highlighting its differential attributes and articulating initiatives for its tourist promotion at origin and destination,” says Castilla. This initiative will also be announced on the social networks of history, archeology and ethnography museums that have tourist interest, as well as the programming of their activities.
‘Islands with a lot to tell’
With the premise ‘Islands with a lot to tell’, this campaign, which will be active until the end of the year, focuses on the power that stories have to move and capture the tourist, so they present the cultural heritage from an evocative approach to awaken the curiosity of those who are interested in visiting the Canary Islands.
Specifically, the cultural assets declared World Heritage Sites are disclosed, such as the historic center of San Cristóbal de La Laguna (Tenerife), Risco Caído and Montañas Sagradas (Gran Canaria) and the Silbo Gomero, in addition to other resources such as the César Manrique Foundation (Lanzarote), El Julan Cultural Park (El Hierro), Silk Museum (La Palma), Torre del Conde (La Gomera), Museum and Archaeological Park of Cueva Pintada (Gran Canaria) and Betancuria (Fuerteventura), so that all the islands are represented.
The promotional pieces, which direct traffic to a specific section hosted on holaislascanarias.com, are broadcast on Facebook and in Instagram stories. The creativities of the latter are interactive, so that users can interact with the publications by answering a series of curious questions about the selected assets.
The promotional impacts are directed to an audience interested in cultural and nature products, which corresponds to a 'discoverer' tourist profile in its two aspects. On the one hand, those who prefer urban areas, whose motivation is to visit places of cultural interest such as museums and historic centers; and, on the other hand, those who choose rural and natural environments, who are interested in knowing the 'authentic' and traditional of the destination, that which is usually excluded from the most traveled routes, such as archaeological sites, small little visited towns or routes in natural areas, among others.
This action is developed in Spain, the United Kingdom, Ireland, Germany, France, Italy, the Netherlands and Poland, and has an investment of 370,000 euros with the possibility of expansion.
