Latest news
Wed, 11/10/2023 - 10:30

New award for longest ad ever made by Canary Islands brand at Zagreb TourFilm Festival

“The Islands that extend life”, the eight-minute short film targeting the silver plus segment, has received another award. On this occasion it took the Silver at the Zagreb TourFilm Festival, another recognition on top of the Silver awarded at Japan World’s Tourism Film Festival and the Bronze at Silver Lake Tourfilm Festival (Silafest), in Serbia. The campaign “Escapists from the winter” and the programme “Discovering Canary Islands” were also among place winners at the 54th Premios Control, awarded by the journal Ctrl ControlPublicidad.

The events where the awards were made to “The Islands that extend life” are 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.

The main piece of last winter’s campaign, the ad was launched a year ago and achieved 150 million impressions. The aim was to attract tourists aged 55+ from nine European markets who have previously enjoyed short holidays in the Islands, engaging them emotionally so they would spend a longer time in the Canary Islands.

Aiming to attract tourists aged 55+ who have previously enjoyed short holidays in the Canary Islands, “The Islands that extend life” achieved 150 million impressions.

Awards for other two actions

Two other Canary Islands actions received awards at the 54th Premios Control, made by the journal Ctrl ControlPublicidad, a pioneer in recognising excellence in advertising and marketing.

The prize for best Outdoor campaign was for “Escapists from the winter”, a transmedia action targeting 13 strategic markets. The campaign included powerful digital activation, and the outdoor setting played a starring role. In this case, an interactive action with Instagram augmented reality filters was created, allowing users to open a door from their mobile device to escape to the Canary Islands.

Innovation and use of technology were key factors behind the award for best Outdoor campaign for “Escapists from the winter”.

Innovation and use of technology were key factors behind the award. The action also created eight portals that allowed potential tourists to transport themselves to spectacular scenery in 360º on each island.

The other Premio Control award, this time in the category of Best Branded Content, was for “Discovering Canary Islands”, the adventure reality show recognised for its innovative nature. Using an international entertainment format, the show brought the values of the Canary Islands brand to audiences in eight markets, creating effective communication and improving viewers’ knowledge of the destination.