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• The promotional initiative uses models that blend in with the landscape to show different and spectacular corners around the Canary Islands

The Canary Islands brand has won a silver award at the AMPE awards for their “Find Me and Get Lost” project. An initiative that aims to show the diversity of the landscape on the islands and shows the value of the unique and extraordinary nature of all seven destinations. The graphic content of this action, got 27.4 million hits in 10 European countries.

The action carried out by Promotur Turismo de Canarias aims to remind us of the fact that the Islands have impressive natural features, and have found a different and astonishing way to make this feature known. By the body painting technique, human figures were disguised in unique landscapes. Giant cactus, white sand dunes, a laurel forest, volcanic rock karst and moon-like landscape, were the five areas chosen to camouflage the models, who, after much technical work, turned out to be quite hard to point out in the landscape. After some highly artistic photographic sessions, five photographs were chosen and shared in the Canary Islands brand social network profiles, inviting followers to try and find the human figure that had been blended in.

All of it helped reach the objective of encouraging conversation, getting 6.9% engagement on Instagram, commitment and connection with the Canary Islands brand, a figure that is 34.5 times over the average (source Social Bakers, professional analysis platform in social networks).

An innovative and creative effort

The AMPE awards, given every year by the Advertising Media Association in Spain, recognise creativity in advertising and its appropriate suitability and adaptation to each media, with awards in different categories like journals, cinema, magazines, exterior, radio, digital, TV and social values in advertising. Dean’s awards in advertising turn 50 non-stop events this year, and it is the media that recognises advertisers on highly demanding criteria. “Find Me and Get Lost” has been awarded with a silver award in the digital category, for innovation, creative idea, quality, popularity and its appropriate adaptation to the digital environment and its best use.

Canary Islands brand has competed in this category with other well-known brands like Volkswagen, Repsol, Audi España and DHL. In addition, other advertisers nominated in the rest of the categories were Ikea, Nestlé, Bankia, ONCE, El Corte Inglés, Coca Cola, Vodafone, Adidas, Carrefour, Campofrío and Danone, among others, and the Canary Islands brand was the only tourist brand nominated for the awards.

The action was carried out by the Canary Islands brand toward the end of 2017, and has been 85% jointly financed by the European Regional Development Fund (FEDER).