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The marketing strategy of brand Canary Islands carried out by Promotur Turismo Canarias, has done it again. The brand has yet again stood out internationally. Last night 6th November, the brand, as well as attending the stand at the Word Travel Market (WTM) this year, the main tourist global fair, as “best at doing business”, also won three other awards at the International Travel & Tourism Awards (ITTA) ceremony. Those awards, sponsored by the WTM with the support of the Global Tourism Organisation, reward the best marketing campaigns in tourist countries, regions and cities all over the world.

During the award ceremony held in London, the name Canary Islands was pronounced three times on stage, turning it into the most highly awarded destination of the night, with two GOLD awards, one for the best digital campaign for The 7 Islands that became 47, and another one for the best public relations campaign for #StopBlueMonday, as well as a special mention for best region or city campaign for After-Rain Ads.

Merely taking part in this competition alone, alongside other promotion companies from places like Denmark, London, Orlando and Puerto Rico, can give us an idea of the achievement this recognition means.

The significant number of awards the Canary Islands brand has received to date  at the different national and international events, shows that micro-segmentation and digital support use have helped the brand stand out in a highly competitive field. Adapting communication to the different target markets according to their motivations allows for more effectiveness, and in turn it also means having to be more and more creative and innovative in order to get to all audiences better. Furthermore, this strategy has been recognised by important awards such as the Euroeffies and the Eficacia awards, which is extremely encouraging when it comes to further innovation in the area of promotional strategies of the Canary Islands.

* These actions are 85% co-funded by the European Regional Development Fund (FEDER).