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As part of the Canary Islands’ always on brand strategy, which looks to keep in continual contact with their European audience, Promotur Turismo Canarias has come up with a new promotional campaign coinciding with the first day of winter, on 21st December. The aim of this latest initiative, which will be posted on social media, is to remind people that the Canary Islands enjoy “the best climate in the world” and that over this season the islands make up a great set of tourist destinations.  

The video, which will be shared on their social media profiles at Facebook and Instagram, undoes all the connotations usually associated with the winter period, such as having to put on layers of clothes, not being able make plans to go out, or staying indoors and getting bored, as images of the Canaries show just how the islands offer hours of sunshine and lots of fun, even in the winter.  

The video has been put together especially for these two social media websites, and will be broadcast in ten different languages, for the Spanish market, as well as for France, the United Kingdom, Ireland, Germany, Italy, Poland, Belgium, Holland, Norway, Sweden and Russia. It’s style is in keeping with the dayketing format, by using different days on the calendar and their context to send out certain messages, when users will be more inclined to consume content related to these key dates.

Turismo de Canarias identifies these dates and plans new content throughout the year to promote the islands, in order to generate empathy with the brand without being over-bearing. The video, which welcomes in the winter season, is 85% financed by the European Regional Development Fund.