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The third Monday in January is known as Blue Monday, considered to be the saddest day in the year, a date which is becoming more popular on social media every year. Coinciding with this relevant date, the Canary Islands tourist brand has activated a special campaign for the fifth year running, refuting that this day actually exists, at least in the Canary Islands, where their excellent climate –not only in meteorological terms- means that good times are present throughout the year.  

The message that the Canary Islands are sending out to Europe to destroy the myths surrounding Blue Monday focuses on the fact that the archipelago, with the best climate in the world, doesn’t suffer any bad days, mainly because the blue of our seas and clear skies are a good reason to always be in a good mood.  

A touching campaign featuring little children

The main piece and the backbone to this moving campaign, integrated into a context marketing strategy, comprises a video starring young boys and girls, who are the greatest exponents of joy and vitality and who are wholly oblivious to the influence of this fake news regarding “the saddest day in the year”. This is the reason why, faced with the question of “Do you know what Blue Monday is?”, their truthful and spontaneous answers make us smile and invite us to reflect on this supposedly fateful day from a more pleasant and positive perspective.

The campaign, which is 85 % co-financed by the European Regional Development Fund (FEDER), is being released today, 20th January, on Instagram, Facebook and Twitter. Aimed at eight different markets (Spain, the United Kingdom, Ireland, Germany, Belgium, Holland, Norway and Sweden), the campaign is expected to achieve over 10 million impacts.

Its launch coincides with the intense promotional work which, for the first time, is being carried out so early in the year by Turismo de Islas Canarias, to adapt to the time of year in which the islands’ key markets are deciding on their holidays and are ready to spend their money, both on last-minute winter deals and on early bookings for their summer holidays.