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The Canary Island brand continues to pick up awards as one of the most innovative businesses in the tourism sector. The marketing strategy carried out by Promotur Turismo de Canarias has made the finals at The Travel Marketing Awards 2018, in several different categories.

Together with DEC BBDO, the agency commissioned to execute the strategy, Islas Canarias have been nominated in the “Best advertising abroad” category for its “After-rain Ads” campaign; “Best use of contents marketing” with its platform “The Other Map”; it is also finalist in the “Most innovative marketing” category and in the  “Digital marketing campaign of the year” for its segmented promotional strategy. The winners will be announced in an event to be held in London on 12th March this year.

Islas Canarias has emerged as one of the most innovative tourism brands around. On this occasion, it is competing with fellow leading companies from the sector who have also reached the finals, including British Airways, Hertz, Norwegian, Hilton, P&O Cruises, Royal Caribbean, Sheraton, Turismo de Andalucía and Visit London.

At last year’s prestigious event, Islas Canarias and DEC BBDO came away with four awards, and five special mentions for their #StopBlueMonday, “Canary’s fog taggers (Vaho)” and “Real paths that don’t seem real” campaigns.

Final contender for its segmented promotional strategy

The Islas Canarias brand has been working really hard to develop campaigns that have successfully responded to a coherent strategic plan, in which its digital media and motivational micro-segmentation have set it apart from all its competitors. Instead of one single campaign a year, it develops 250 different campaigns and communication contents in 15 languages, aimed at 19 different countries, and by using the data of select public profiles has managed to learn about the tastes and preferences of tourists visiting the islands, as well as those who have never been here, by adapting the communication styles of their different products according to a range of motivation criteria. Online means have enabled it to improve connectivity between the 7 different holiday islands and their target audience, but it has taken innovation and creativity to reach audiences properly and to stand out against other options.

The “After-rain Ads” campaign

This is an audiovisual short entitled “There are different ways of getting wet” which was filmed on location on a rainy day in London. It featured David Gilliver, an artist who sets up striking street scenes using miniature everyday objects. Under the proviso of when it rains we tend to look down rather than up at publicity hoardings, he decided to use puddles as a prop to carry out a campaign to illustrate several ways of getting a much better soaking by being on the islands and being involved in different water-related pursuits. Those passing along the street that day were seen to be captivated by the figures in the puddles, while the photos they took and shared on social media helped the video go viral.  

The Other Map

This communication platform was designed to reach out to a well defined segment of travellers who wouldn’t normally consider the Canary Islands to be a place to go on holiday. They are the so-called modern pleasure-seekers, who don’t wish to feel like tourists in the traditional sense, and who are rather looking for more unconventional experiences, to feel different and unique. The platform incorporates a website called www.canaryislandsothermap.com, featuring videos and contents that relay experiences first hand, made by travel bloggers and influencers, be they Canarians, Spanish Mainlanders or foreigners. It is they who share their experiences and recommend their favourite spots and discoveries.  

*These actions are 85% co-financed by the European Regional Development Fund (FEDER).