“The other winter” is the campaign we’ve launched in 14 international markets to attract foreign visitors to the region in October, November and December. The initiative aims to leverage the recovery of air connectivity with the Islands, the rise in travel intention, and tourists’ higher travel budget.
The creative concept of this new action centres on highlighting the destination’s biggest drawcard in the winter season - the weather - at a time when potential tourists need to escape from the cold and are looking for well-known destinations to take a break from routine. After the emotional ups and downs of the pandemic, potential visitors have normalised the new situation and are eager to return to their usual habits. That’s why, rather than dwelling on covid, the campaign focuses on experiences offering quality moments accompanied by great weather on the region’s beaches as the cold takes hold in the rest of Europe.
The interactive outdoor campaign shows the weather forecast for the city where the ad is displayed, comparing local conditions to the Canary Islands winter.
To highlight the Islands’ drawcard, we chose to use conceptual images representing symbolic elements of winter, creating a visual contrast between the temperatures at origin and the weather tourists will find in the Canary Islands. The interactive outdoor campaign constantly displays the weather forecast for the city where the ad is displayed, comparing it to the winter weather in the Canary Islands. If it’s raining in the source country, the ad will feature “the other rain”, in reference to drops of water splashing swimmers enjoying a dip in the sea; when temperatures fall, the ad will show an ice cream against a backdrop of a beach to illustrate “the other cold”.
“The other winter” will run until 15 December in 14 European countries.
The campaign, which will run until 15 December, is active in the United Kingdom, Germany, Ireland, France, Italy, Sweden, Norway, Denmark, Finland, Iceland, Holland, Belgium, Switzerland and Poland.
Recovery of air connectivity and travel intention, plus a higher travel budget
From November to March, airlines have programmed around 7,860,000 seats, 660,000 more than before the pandemic. The Canary Islands now have connections to 140 destinations, and scheduled air capacity for this winter is 9.2% higher than in winter pre-covid. In addition to the growth in the British and German markets, the main sources for the Islands, considerable increases have occurred for Holland, with twice as many flights per week, and France, where flights have risen from 46 to 69 a week.
The latest European Travel Commission survey shows a 15-point increase in travel intention.
The recovery of air connectivity is accompanied by data from the European Travel Commission’s latest “Monitoring Sentiment for Domestic and Intra-European Travel” report, which shows a 15-point rise in travel intention, to 68%, while the percentage of people who refuse to travel because of the pandemic has dropped to 16%.
In addition, 53% of Europeans are planning a trip to another EU country, the highest percentage since September 2020. By holiday type, 38% choose sun and beach holidays and 13% prefer a destination with nature and outdoor activities, two elements the Canary Islands has plenty of and can offer in Europe during the winter season.
Travellers also have a higher travel budget, with an average of 595 more euros to spend on their holidays than in pre-covid times.
*This campaign is 85% co-financed by the European Regional Development Fund (ERDF).