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Last Tuesday, 14 February, in London, was the prize giving ceremony for a prestigious international festival which awards excellence in the tourism industry, The Travel Marketing Awards (TTMA). Promotur Turismo de Canarias proved to be extremely successful, scooping up four awards and ending up finalists in another five categories.

The #StopBlueMonday initiative notched up the most prizes, including the honour of ‘Advertising Campaign of the Year’, a category in which the best marketing campaigns of destinations and tourism companies in the world competed against each other, and in which Canada and Scotland came second and third respectively. It was also awarded FIRST PRIZE for ‘Best Use of Content Marketing’, SECOND PRIZE for ‘Best PR Tactical’, and THIRD PRIZE for ‘Digital Marketing Campaign of the Year’, as well as FINALISTS in ‘Most Innovative Marketing’ and the ‘Best Use of Social Media’.

In addition, Promotur Turismo de Canarias and the agency DEC BBDO were also recognised at the TTMA for other promotional actions performed last year, such as The Canary’s fog taggers, which was a finalist in the ‘Best Outdoor Advertising’ and ‘Best Experiential Marketing’ categories, and Real nature trails that seem out of this world, also a finalist in “Best Outdoor Advertising”.

These outstanding acknowledgements of the quality of the Canary Islands’ tourism promotion comes after numerous other advertising awards that have been given to their various campaigns and communications actions, making the Canary Islands brand one of the most awarded in the Spanish tourism sector and one of the most successful in Europe. New York, Bilbao, Buenos Aires and Porto are some of the specialist festivals where the Canary Island campaigns have landed prizes.

The positive and uplifting message of #StopBlueMonday

This promotional action by Turismo de Canarias, created by DEC BBDO, featured Cliff Arnall, the British psychologist behind the Blue Monday concept. Arnall was invited to join the movement led by the Canary Islands to bid farewell to the bluest day of the year and dismantle the myth that the third Monday of January is the greyest and most depressing day of the year. With this initiative Turismo de Canarias launched a positive and uplifting message from the islands to prove that the Blue Monday formula is flawed.

In line with the Marketing Plan guidelines of the Canary Islands brand, the idea of the #StopBlueMonday movement helps to continue promoting the ability of the Canarian climate to revitalise visitors to the island, especially during the winter months, when the limited light and prevailing cold on the continent make the Canary Islands a favourite destination for millions of European visitors. The campaign was especially active in the British market, where it had a high impact due to the popularity of the Blue Monday concept. It is estimated that the more than 170 free mentions generated in the media garnered an approximate figure of 3 million euros’ worth of advertising.