The Government of the Canary Islands authorized this Tuesday the signing of a collaboration agreement with the Cabildo of Lanzarote for sports advertising sponsorship, for promotional-tourist purposes, of the Ironman Lanzarote Canarias Triathlon.
The Ministry of Tourism will allocate 90,000 euros for the celebration of the XVIII edition of the Ironman, which began to be organized on the Island since 1992, and whose sponsorship constitutes "a useful tool" for the tourist promotion of the Canary Islands, according to a statement. The Executive considers that the impact on the media provides an advertising benefit superior to other systems of direct or more conventional advertising.
One of the main objectives of this agreement focuses on "creating the need to visit the Islands as preparation and training for European sporting events and as a tourist destination prepared for a vacation related to sports as leisure".
In the strategy of reinforcing promotion in one of the main markets such as Germany, the Canary Islands will be present with their own stand at the Hamburg Marathon, which is being held this month of April and in which 20,000 runners participate, at the Berlin Marathon, in which 39,700 runners participate and is held in September, and at the Challenge Roth and Ironman triathlons in Frankfurt, which are held in June and July respectively.
The Government considers it necessary to position the islands' sporting events as top-tier events and of high organizational quality such as the Ironman of Lanzarote, the Gran Canaria running Challenge, the Transgrancanaria, the Gran Canaria Marathon, the Maspalomas Cyclist, the El Hierro Mountain Marathon, the Cruza Tenerife or the Fuertebik".
The Canary Islands have several strengths to position themselves in this segment, such as the climate, the great hotel and non-hotel offer, the landscape and morphological diversity between the Islands, the communications and transport, the events with great tradition and worldwide recognition or the influx of athletes with great renown, who frequent the Islands as a training place.
To promote this product, permanent communication channels will be created with sports tour operators, stands will be placed at sporting events, a media plan will be carried out in specialized press and a marketing work on websites and blogs.
ACN Press