The cave of Jameos del Agua hosted this Friday the presentation of the new tourist brand: 'Lanzarote, the different island'. The Lanzarote model Helen Lindes acted as master of ceremonies, starting with her interpretation of a reflection by the artist César Manrique while descending the stairs of the auditorium and has started the event with 300 guests from the tourism business sector and public representatives of the island and regional institutions.
“We are very fortunate, really”, confessed an excited Helen Lindes after the contemporary dance piece by a group of dancers to the sound of Vivaldi's Summer, a staging that preceded the screening of a video that captures the essence of the new brand, which was commented by Héctor Fernández, as CEO of SPEL-Turismo Lanzarote, and Enrique Ruiz de Lera, deputy director of Foreign Marketing of Turespaña.
Next, a dialogue was established on the value of the brand and the projection of the island, highlighting its uniqueness and tourist potential and describing the new image as "modern, minimalist, rabidly current and very versatile".
The president of the Cabildo of Lanzarote, Oswaldo Betancort, has led the presentation of the new tourist identity of the island, underlining the "importance of this moment for Lanzarote." "Today, before you, we are defining a new course for our island", said the president of the Cabildo, emphasizing the relevance of the new image of the Lanzarote destination in a context of change and reflection.
“The new brand represents a bold step towards the future of Lanzarote, in line with the destination's requalification project and focused on values such as sustainability and respect for the environment”, Betancort remarked, highlighting the importance of knowing how to transmit the uniqueness and fragility of Lanzarote to those who visit us, and announcing the upcoming launch of an unprecedented awareness campaign.
"We are at a crucial moment in defining our identity as a tourist island," said the president of the Cabildo, highlighting "the collaboration between different actors" to carry out this process of change.
With future challenges in mind, including the regulation of accommodation and the protection of natural spaces, Betancort has reaffirmed his commitment and that of his Government team to a balanced and sustainable tourism model.
In an emotional closing, President Betancort thanked the participation of all those involved in this process and expressed his desire that the new Lanzarote brand continue to be "a benchmark of authenticity in the world of tourism."
New brand of 'Lanzarote, the different island'
According to the press release issued by the Cabildo, "within the Spanish tourist model, based on developmentalism and the exploitation of sun and beach, Lanzarote has always maintained its uniqueness. To a certain extent, Lanzarote has developed its own tourist model, of integration of tourist activity in nature, which has been able to value and respect the essence of the island".
Inspired by the figure of César Manrique since the late 60s, the island has been an innovative destination and precursor of sustainability trends, characterized by the combination of art, culture and nature.
The Cabildo has pointed out that the tourist recovery after the pandemic generated by COVID-19 together with the "return of the tourist overcrowding associated with the new normal, puts Lanzarote, positioned in the field of sustainability, before challenges of competitiveness and growth".
The press release stated that: "While Lanzarote is an international reference in sustainable tourism, it faces the challenge of integrating tourist activity and its stakeholders into the island's socio-economic model. The life cycle of the brand is at a critical moment of maturity key to its future and needs a process of rejuvenation of its brand image to re-boost a new cycle of growth".
The future of the brand involves finding a way to reconcile the growth of tourist activity with the criteria of sustainability and responsibility that travelers and citizens of the future will demand. Lanzarote is a different island because it has managed to integrate tourist activity into the nature and landscape of the island through artistic creativity.
Under the umbrella offered by the Canary Islands brand The best climate in the world, Lanzarote has sought differentiation from the rest of the island brands. A differentiation with respect to the 'pure' sun and beach, which allows a segmentation of the offer closer to nature, sustainability and quality. These three values are what define the uniqueness of Lanzarote.
"Also highlight the emotional connection with the population. The pride of the people of Lanzarote for their land is part of the culture of the island. The population loves their island and for them there is no other like it," Betancort stressed.
The three pillars of the brand: sustainability, nature and quality, are the backbone of the brand and reinforce the positioning of the island expressed in the brand claim “The Different Island”. That sustainable, landscape and service "difference" makes it unique and singular.
The positioning and its transversal pillars make Lanzarote an aspirational destination aligned with future tourism trends such as the positive impact on the environment, the increase in collective awareness, the search for transcendence, the value of the individual, ethics, differential values, inclusion and sustainability.
Lanzarote. The Different Island
According to the explanation of the Cabildo, "the symbol of the logo is a semi-figurative interpretation of the landscape singularity of the island (the angular, conical shapes of its unrepeatable volcanic landscape) reinvented in a modern key".
In addition, "the logo is illuminated by a palette of magnetic and luminous tones, inspired directly by the natural and artistic richness of the island, refers us to the cultural legacy of César Manrique, merging the concept of nature and art".
To conclude, he stated that "the personality of the fractal symbol and the chromatic palette exclusive to the destination, enhance the concept of Lanzarote as the "Different Island". A radiant, magnetic chromatic palette, inspired directly by the landscape and cultural singularity of the island".
Five sub-brands of Tourism of Lanzarote
The main brand is accompanied by the stories corresponding to the five sub-brands of Tourism of Lanzarote, articulated according to the activity of the sub-brand incorporating the pillars that make up the brand and that have been developed in the Brand book: Lanzarote Sports Destination, Lanzarote Convention Bureau, Lanzarote Music Festivals, Lanzarote Film Commission and Lanzarote Superyacht Destination.
