«Winter is not coming» is the communication concept of the new promotional activity Promotur Turismo de Canarias is carrying out in the main markets to remind Europeans that, while it’s freezing where they live, in the Canary Islands we have the best weather in the world. The campaign is based on the good weather we have during winter months, and it will be translated into eight languages during the months of February and March, aiming to bring the Islands’ weather to potential European tourists.
This initiative is part of a context marketing strategy whose objective is to pass on the best message to the right target market at the right time, making people talk about the Canary Islands as a holiday destination at a time of the year when it’s the coldest in Europe.
This action intends to have seven-million hits, as well as encourage people to talk about it and quickly spread the message with a communication concept that is typical of fiction TV series. The intention is to get fans of the Canary Islands to support the idea, and that they themselves actually promote, like nobody else could, the islands, making the most of the potential the digital media has as well as state-of-the-art formats in order for the message to reach as many people as possible and for them to, in turn, share it.
Giant tarp with geolocation and «The weather throne»
At the campaign, different formats will be used, like a giant tarp placed in Gran Vía, Madrid, with an added geolocation, meaning that it will detect everyone passing by with their mobile phones on who will then be sent the promotional video specifically made for this purpose and that is designed like a fiction TV series.
Along with the digital communication in social networks and website winterisnotcoming.com, another one of the relevant activities will be held in a shopping centre in London, where the «The weather throne» will be placed on a sand base, and passers-by will be invited to take part and leave their details in order to continue to expand the client database of Promotur Turismo de Canarias.
This action, 85% funded by the European Regional Development Fund (FEDER), is aimed at markets in the United Kingdom, Germany, Spain, Ireland, Sweden, France, Italy, Holland, Belgium and Norway, in order for European people to have the Canary Islands in mind when it comes to choosing where to go on their next holiday.