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Promotur Turismo de Canarias and airline Vueling have developed a joint promotional campaign set in Bilbao, one of the Spanish cities with the fewest hours of winter sun in the country. It takes the form of a message wishing everyone a Merry Christmas, and consists of installing a Christmas tree in the Basque city and illuminating it with LED lighting that uses solar energy from the Canaries. There is a video explaining how batteries were charged up at the photovoltaic plant at the Northern Regional Scientific and Technological Park in Gran Canaria, at Punta de Gáldar, and their installation and turning on at the Christmas tree in the El Norte train station, one of the busiest spots in Bilbao. The video will be shown on the internet and used by Vueling to wish their customers a Merry Christmas.

The idea of giving away free Christmas sun energy is part of the strategy devised by the Islas Canarias brand, whose greatest attribute is the many hours of sunshine to be had on the islands, even during the winter months. This co-branding cooperation with Vueling is a way of extending promotion of the islands directly to their thousands of clients, as well as to many more internet users, by way of a publicity campaign set up by Turismo de Canarias aimed at the national market, in an emotional way and highly appropriate for this time of year. It will also be broadcast on digital media and social media in the Italian and French markets.

Continual rise in seat numbers

This co-branding campaign between the Canary Islands Brand and Vueling is an example of how the airline is getting behind the Canaries holiday destination. Since they started operating in the islands back in 2008, seat numbers have grown continuously. Besides this, the management on the part of Turismo de Canarias to improve connectivity with the islands is reflected in their announcing new routes that are to increase the current connections between the Canaries and several other cities around Spain and Europe, which clearly goes to highlight the recovery of the national market.

Vueling belongs to the IAG group, and is currently the market leader for air traffic between the Canaries and the Spanish mainland, connecting the islands with the cities of Málaga, Alicante, Barcelona, Bilbao, Granada, La Coruña, Asturias, Santiago de Compostela, Sevilla, Valencia and Zaragoza. They also handle international routes between the Canaries and France, Italy, Holland and Switzerland.

The company recently announced its new summer 2019 season for the Canary Islands, topping three million airline seats and presenting new routes which are due to start operations in April next year, joining Valencia with Tenerife Norte, Gran Canaria, Lanzarote and Fuerteventura; Oviedo with Gran Canaria; and Alicante, Granada and La Coruña with Tenerife Norte.