Coinciding with International Family Day, Promotur Turismo de Canarias has launched a video short with the aim of promoting tourists enjoying long lasting and memorable life experiences. The campaign takes the form of a “social experiment” involving human memories so as to widen its appeal and to help it reach a wider audience. This video reflects the fact that older people keep memories of their childhood all the way through to the end of their lives, with the highlight being special moments they spent with the family, forming the basis for the Canary Island brand’s strategy to encourage parents to visit the seven different holiday islands and to forge experiences that will provide long lasting memories for them.
The story revolves around a group of former pupils who spent their early years at a boarding school in the United Kingdom. It has been 60 years since they have last seen eachother, but they all clearly remember anecdotes of their time at the boarding school, and even recall certain smells and the atmosphere of the spaces they shared. All the participants were posed the same questions: “What’s your best childhood memory?”, and “If you could travel back in time what would you say to your childhood you?”. The answers revealed these peoples’ memories featured a special place for those experiences related to their parents and their families, especially happy times, and their free time.
Do capture users’ attention, they are invited to watch the video accompanied by the question “Do you know what last thing you will forget will be?”.
Raising awareness of the Canary Island brand
The objective of this campaign is to raise awareness of the Canary Island brand, while positioning it as a family-oriented holiday destination, and to create affectionate ties between itself and the public. The markets the video is aimed at are Spain, the United Kingdom, Germany, Switzerland, France, Italy and Belgium, and it is broadcast on digital platforms including Facebook, Youtube, Instagram, a specific landing page and publicity in markets’ native language, as well as content sent out to Turismo de Canarias’ segmented data bases.
The campaign is set within the confines of the communication platform The Great Adventure Together, which features generated content aimed at tourists looking for sun and beach with the added bonus of leisure and entertainment choices for the family. It has been 85% co-financed by the European Regional Development Fund (FEDER in Spanish), and will active from 15th to 31st May.