The counselor of the Centers of Art, Culture and Tourism, Ángel Vázquez, wanted to assess the result of the party held on the occasion of the double broadcast of the New Year's Eve Bells made by Mediaset España from the Castillo de San José. “It was an opportunity arising from a spontaneous conversation that, with the work, the illusion and the drive of many people, became a promotional action of incalculable value, an island initiative that has had remarkable economic success and the support of the population,” he said.
From the Centers they affirm that "the provisional figures speak for themselves. The advertising actions launched in December on the channels and platforms of Mediaset España generated more than 126 million impacts." "This is a great campaign with the aim of improving the positioning of Lanzarote as a first-class tourist destination," says the counselor. Vázquez highlights that "these actions would have had an advertising rate cost of 4.9 million euros." “This means that every euro invested by the Tourist Centers in this initiative has generated an advertising return for the island of six,” he adds.
Vázquez has indicated that the New Year's Eve Bells have been a “milestone” in the strategy developed during 2024 to consolidate the positioning of Lanzarote and the Tourist Centers in the national market. “What has been achieved in December is only the culmination of a year of intense work,” Vázquez pointed out.
“The rankings, the audiences and the morbid curiosity of the presenters' dresses is a battle of the televisions, not ours. Our commitment was to reap several million impacts every day because we wanted Lanzarote, the Tourist Centers and César Manrique to be talked about in December. And it was talked about since we held a press conference that showed 2.7 million viewers the spectacular Islote de Fermina on a sunny December morning. And Lanzarote and Manrique were talked about to 11 million viewers in the programs broadcast by Cuatro and Telecinco throughout the month of December; and also to the more than 20 million viewers who discovered the charms of the island and the work of the genius in the self-promotion campaign of the New Year's Eve Bells broadcast by Cuatro and Telecinco during the week prior to the 31st. Like it or not, you can't hide the sun with a finger.”
“Furthermore,” the counselor pointed out, “for four days there has been a group of almost a hundred people from Mediaset España working to ensure that everything went perfectly. But also eating, sleeping, renting vehicles and investing their leisure time on the island. We have also had to hire professionals to condition the Castle and the esplanade; lighting technicians, restorers and artists. I think it has been a great event that has contributed to revitalizing the local business fabric,” he said.
Regarding public attendance, Vázquez recalled that the 500 cashless bracelets that were not withdrawn within the established period and were put on sale on the morning of the 31st “sold out in just 15 minutes until reaching the 2,500 people of maximum allowed capacity. I think we enjoyed a great party to say goodbye to the year,” he concluded.
The counselor, finally, was “convinced” that the importance of this entire communication campaign linked to the New Year's Eve Bells from the Castillo de San José “will be reflected in an increase in the arrival of national tourism, an increasingly important objective for the island.”