The longest ad ever made by Turismo de Canarias, lasting eight minutes and targeting the ‘silver plus’ segment, has won an award at Japan World’s Tourism Film Festival, taking the silver medal in the category of tourism regions. The audiovisual piece ‘The Islands that extend life’ competed against 137 productions from 33 countries, of which only four won an award.
This prestigious event is part of the circuit organised by the International Committee of Tourism Film Festivals (CIFFT). Created in 1989, the Committee brings together the world’s leading tourism film festivals, where the most prestigious award initiative for the travel video marketing industry ranks the best creations. This recognition from the CIFFT is a major boost to the Turismo de Canarias campaign, which, rather than focusing on quick getaway holidays, aimed to promote a real ‘life break’: a life change for unhurried enjoyment of the destination’s virtues.
The audiovisual piece ‘The Islands that extend life’ competed at Japan World’s Tourism Film Festival against 137 productions from 33 countries, of which only four won an award.
As part of this goal, we decided to create the longest ad in the history of the Canary Islands brand to encourage longer stays by European citizens aged 55+ who have the necessary free time and financial means. The ad ran for six weeks in the United Kingdom, Germany, Spain, France, Italy, Belgium, Norway, Holland and Sweden.
The goal of the strategy was to position long stays as an attractive option, ensuring potential tourists are informed about the Islands and allaying any misgivings or prejudices in consumers’ minds. The tone, pace and construction of the ad featured a strongly reflexive and emotional touch, closely engaging with clients in a personal manner. The campaign built around the ad includes a landing page with specific content for the ‘silver plus’ segment.