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Thu, 06/02/2020 - 08:59

«Nature Believers», a new action taken by Canary Islands to measure «nature-deficit» in people

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Image of the Nature Believers microsite where the test to measure people’s nature-deficit is placed. Canary Islands

«Nature Believers» is the new promotional action taken by Turismo de Islas Canarias, with natural spots all over the islands as settings. This action is aimed at everyone who feels passionate about nature and trekking, hoping to raise awareness about the potential the nature and landscape of the Canary Islands have in this regard when it comes to said target market.

This action consists of an online test that invites users to discover their «nature-deficit». This is a term used by American psychologist Richard Luov, who has looked into the need humans have to connect with their natural environment in order to level their vital functions. He has also offered his advise during this initiative. The test allows us to personalise our degree of «nature-deficit», which seems to be on the rise due to our urban lifestyles, the digitalisation and the extent to which we are over exposed to screens.

Valuable contents

The campaign, which is 85% co-financed by the European Regional Development Fund (ERDF), is part of the marketing content initiatives that are valuable for users, in this case even interactively by means of a test and personalised results, with a natural and non intrusive way to provide useful information -their nature-deficit-, as well as recommendations to improve our well-being. At the same time, this action taken by the Canary Islands, goes hand in hand with its role as «carer», with the ultimate intention to make people feel better when they visit our destinations.

In addition to the microsite where the test is placed, there are also graphic pieces and a video available, for social networks as well as for advertising in digital media when inviting people to take the test. The first steps are being taken in the next few days, on the 14 markets that the actions in this category are part of: «Tourism in Nature»: the United Kingdom, Ireland, Germany, Belgium, Spain, Norway, France, Holland, Switzerland, Sweden, Denmark, Finland, Italy and Austria. The total investment to spread this idea in February adds up to 770,735 euros and it is intended to have a second batch from September onwards.

Etiquetas
promotional actions, campaigns, Nature Believers, test online, nature-deficit, content marketing, microsite
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