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The brand strategy developed by Promotur Turismo de Canarias, continues to show how powerful it is, and it has been recognised for the third year in a row at the 2018 Eficacia Awards. Those awards, promoted by the Spanish Advertisers Association, are the only awards in Spain focused on the results achieved in communication-related activities, not only regarding renown, but also sales and other profitable aspects.

At the award ceremony held in Madrid last Thursday 25th October, the Canary Islands brand was given the bronze award for “Most Innovative Strategy”, which makes it yet another recognition that will help them become more popular and well-known, in turn improving the positioning of the brand more efficiently. For a third year in a row, the Canary Islands brand has been awarded with an Eficacia award. Since 2016, the brand has won two gold and two bronze awards for the different actions carried out and also their global strategy, a fact that confirms how well-established and innovative the strategy built and developed over the past few years is. In addition, it is the only tourist brand awarded in this edition, competing with Banco Santander, Freixenet and Skoda Spain, among others, in the same category.

The strategy awarded is the result of motivational micro-segmentation, where the digital media plays a significant role. The data usage of the different target audiences and the reasons behind people’s choices when it comes to picking island tourist destinations, has made it possible to improve connections with the Canary Islands according to a range of election criteria, and, also connect with the audiences more efficiently. Furthermore, this has called for the need to innovate and become more creative in order to reach all target audiences and stand out among the rest of the brands.

A strategy also recognised in Europe

The strategy developed by Promotur was also recognised on 16th October, at the Euro Effies Awards, by the European Communication Agencies Association, who gave the Canary Islands brand the bronze award for the long-term efficacy of the brand, a highly significant award competing with companies from different sectors, not only from the tourist industry.

In addition, two other actions carried out by the Canary Islands brand were awarded on 26th October in Portugal, during the celebration of the Art&Tur Festival. They won the first award for “Find me and get lost” in the “Responsible and Sustainable Tourism” category, and for “Seven destinations that shine all year round” in the “Destinations - Regions” category.