Inspired on Jules Verne’s well-known book “Around the world in 80 days”, the successful campaign launched last year is returning to capture three profiles of tourists: nature lovers, travellers interested in learning about the identity of the places they visit, and families. The aim is to leverage the strengths of the region over other destinations in the current health and geopolitical context to reach people who, in other circumstances, would opt for further away, more exotic places.
The new waves are based on two elements. Firstly, the aim is to optimise the investment made to produce the creative pieces: videos, photos, stories and landing page. On this occasion, the campaign is very powerful, as it’s made up of 512 results of combining creatives, tourist profiles and countries.
Secondly, it’s based on the reach of the promotional action in 2021, when it was launched in two waves: initially only for the Spanish market, reaching 14.7 million people (179% higher than expected), and then in Spain and internationally, reaching 24.7 million people.
The campaign “Around the world in 8 islands” has been reactivated to optimise the investment made to produce the creative pieces and because of its extensive reach in 2021.
The campaign will be activated in four waves: the first in May, followed by the others in July, October and November. We chose this month to start the launch based on studies by our Tourism Intelligence Department showing that 25% of nature tourists, who have a profile of explorers and adventurers interested in learning about the destination, start booking three months in advance. The promotional action will start to position the Canary Islands in the minds of potential tourists planning to travel in autumn, when the region is a leader in this segment which values the Islands’ mild temperatures over the cold in the rest of Europe.
The promotional action will start to position the Canary Islands in the minds of potential nature tourists planning to travel in autumn.
The campaign message, inviting visitors to discover the world in eight islands, is based on two main lines of communication. Firstly, it showcases the diversity of natural spaces in the region by highlighting its exceptional landscapes, and secondly, it places the spotlight on the region’s cultural identity, reinforcing the authenticity of the destination in a bid to attract this new profile of nature tourists who look for more than scenery and want to learn about the location, become involved in it, and discover what makes it unique.
The campaign includes a creative line especially aimed at families with children, presenting the Islands as a nearby, safe destination - just what this type of tourist is looking for.
With a budget of 1.6 million euros, the campaign is already active in 14 markets - the United Kingdom, Germany, Belgium, Ireland, Norway, France, Holland, Switzerland, Sweden, Denmark, Finland, Italy, Austria and Spain (except the Canary Islands) - and is expected to reach 9.5 million single subscribers in each of the four waves.