The Canary Island brand will be present this weekend at the CSD Berlin Pride, an event that will attract over 800,000 people to the German capital city. This event, as well as featuring large numbers of people from the LGTB collective, enjoys a huge media coverage, making it an interesting promotional window for transmitting the image of the Canaries as a gay-friendly and inclusive destination, giving it an added advantage over other competing destinations.
The promotional acts will feature a large personalised vehicle which will take part in the parade, as well as an information point equipped with a great photocall in the area surrounding the Brandenburg Gate.
The presence of the Canary Islands at Berlin Pride responds to their goal of diversifying client profiles set out in the marketing plan, in what is a key market for the islands, Germany. The “LGTB Tourism” category is supported by a communication platform specifically aimed at this collective, namely bringyourholidaysoutofthecloset.com, featuring material and content of specific interest to this group of travellers, with the aim of them learning about and valuing the holiday attractions of the Canary Islands.
The campaign, developed jointly by Promotur Turismo de Canarias and Turespaña, is 85% co-financed by the European Regional Development Fund (FEDER).