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The Canary Islands tourism brand swept the field at The Travel Marketing Awards, taking two of the world’s most prestigious prizes in the sector. The campaigns “The Other Winter”, aimed at the sun and beach segment, and “AfterTeleWork”, designed to attract remote workers, received six awards, including the only Platinum at the event held on Monday evening in London.

“The Other Winter” took the highest number of awards, including the only Platinum at the event, in the Innovative Marketing category, where the jury praised “the capacity to create and implement, with positive results, an innovative action in which Turismo de Canarias used original approaches implemented to connect with the audience and attract new customers”.

The promotional action, launched in October 2021, boosted the attraction of European tourists after the pandemic by personalising strategies in the 16 markets where it was carried out, helping to attract more than 2.5 million visitors to the Islands. The campaign achieved this using technology to launch real time advertising and encourage greater emotional involvement with the Canary Islands brand.

“The Other Winter” helped to attract more than 2.5 million visitors to the region using technology to launch real time advertising and encourage greater emotional involvement with the Canary Islands brand.

“The Other Winter” also took the Gold in the Advertising Campaign category, where the jury commented that “the campaign had clear objectives, coupled with excellent creativity and content”; First Prize in Integrated Campaign, which recognised the action’s “consistent brand message and omni-channel nature”; Silver in International Campaign, chosen by the jury because it was “an international campaign that increased brand awareness and customer engagement, and had impressive results within budget”; and another Silver in Out of Home, earning the accolade of “the most original and best-performing out-of-home advertising”.

“AfterTeleWork” took Bronze in the Out of Home category “for its relevant, stimulating content and effective interaction with its audience”.

The “AfterTeleWork” initiative also took bronze in the Out of Home category, as the jury considered the action stood out “for its relevant, stimulating content and for effectively engaging with its audience”.

Rolled out in 2022, this international action aimed to continue attracting remote workers in a new phase of communication, highlighting the wide variety of experiences and options available in the region after day of remote working. The eye-catching campaign was deployed in 12 countries to attract these long-stay tourists, using giant screens that travelled the streets of London and Berlin and featured in Madrid’s busy Plaza Callao.

Two other Canary Islands actions, “The islands of extraordinary people” and “A commitment to the future”, were finalists at the prestigious awards.