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At a ceremony in Madrid last night we took the Silver for Best Branded Content Action and the Bronze for Best International Campaign for the project Discovering Canary Islands at Premios Eficacia, awarded by the Asociación Española de Anunciantes (Spanish Association of Advertisers). The awards highlight our continuous search for novel and original promotion formulas to reach tourists.

The adventure reality show we backed, presented by Pilar Rubio and broadcast by Rakuten TV, took the lead over big players such as Samsung, Heineken, ING and Seat. Deciding on the award, the jury took into account the communication strategy developed, the level of innovation and, particularly, new creative ideas and the return on the investment in communication.

Discovering Canary Islands has won several awards since it premiered at the San Sebastian International Film Festival and was first screened on Rakuten TV in October last year. The latest recognition was received this month, at the 54th Premios Control, made by the journal Ctrl ControlPublicidad, pioneers in recognising excellence in advertising and marketing, with the reality show taking the award in the category of Best Branded Content.

Discovering Canary Islands has won several awards since it premiered at the San Sebastian International Film Festival.

In March, the programme received three major awards from the Branded Content Marketing Association (BCMA): Grand Prize for Best Branded Content of the Year, Best Strategy and the award for Best Use of Media.

The renowned communication and marketing professionals who made up the juries of both awarding bodies chose the project for its innovative character and ability to communicate the messages and values of the Canary Islands brand effectively through an entertainment format, helping to raise awareness and engaging the audience.

40 million viewers

The awards made to Discovering Canary Islands go hand in hand with the high audience ratings obtained: 40 million European viewers have seen the series, which is still available on the producer’s linear and on-demand programming, ensuring an ongoing international presence.

40 million European viewers have seen Discovering Canary Islands, still screening on Rakuten TV’s linear and on-demand programming.

Screening in 42 European countries, the programme has showcased not only the scenery of the Canary Islands, but also the culture and local traditions of the region. Interacting with the stars of the show, we aimed to create quality entertainment content, presenting the Canary Islands tourism product naturally and non-invasively through a family programme.

Planned and co-produced by Atlantia Media and Mediabrands Content Studio/Initiative, the programme was novel not only for the Canary Islands brand, but also for the streaming platforms, as it was the first time an international format had been used, with influencer contestants of eight nationalities battling it out in tests of strength, ingenuity and skill over six episodes to become Europe’s greatest explorer.