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The eight-minute video targeting the silver plus segment continues to win awards, both in Spain and internationally. The Islands that extend life finished among the top five world regions at the World Tourism Film Awards, made by the International Committee of Tourism Film Festivals (CIFFT) at a gala event held in Valencia on 22 November. In Spain, the ad received the Tourism Destination Award from Tourinews, a leading online medium in tourism communication.

The latest awards have strengthened our bid to seek novel ways of bringing the values of the Canary Islands brand to our markets, ensuring effective communication and better knowledge of the destination. Our strategy aims to position long stays as an attractive option through prior knowledge of the Islands by breaking down fears and prejudices in consumers’ minds. To achieve this, the tone, pace and construction of the ad were conceived with a deeply reflexive and emotional approach that allowed us to engage with customers in a close, personal way.

The tone, pace and construction of the ad “The Islands that extend life” allowed us to engage with customers in a close, personal way.

Creative excellence

The World Tourism Film Awards recognise the creative excellence of tourism audiovisual productions in five thematic categories: tourism destination cities, regions, and countries, tourism products and tourism services. More than 3,000 promotional videos from 90 countries took part in the CIFFT Circuit, a year-long contest of 10 festivals held in four continents.

“The Islands that extend life” received the following awards at CIFFT festivals: Silver at the Zagreb TourFilm Festival and Japan World’s Tourism Film Festival, and Bronze at Silver Lake Tourfilm Festival (Silafest), in Serbia.

“The Islands that extend life” has received two silver and a bronze award at three CIFFT Circuit festivals.

Created in 1989, CIFFT is supported by WTO (World Tourism Organization), ETC (European Travel Commission), CTO (Caribbean Tourism Organisation), CATA (Central America Tourism Association), Skal International and the Tourism and Society Think Tank (TSTT).

In making the Tourism Destination Award, the Tourinews jury highlighted how «In a context marked by haste and quick consumption of audiovisual content, Turismo de Islas Canarias decided to break the mould with its striking campaign “The Islands that extend life”, an eight-minute ad that targets European tourists in the “silver” age group and invites them to extend their holidays».