Canary nature “speaks” to travelers in an original campaign to raise environmental awareness

The campaign transforms the user’s own mobile device into the channel through which nature connects with them, creating an intimate, close, and personal experience.

Once again, and continuously since 2016, we are launching a contextual marketing action to mark International Mother Earth Day. Targeted at nature tourism, the initiative aims to raise awareness among users and encourage more environmentally responsible behavior.

This original digital campaign is built around a series of communication pieces that simulate notifications, alerts, and messages sent by Canary nature itself. These notifications are organically integrated into each platform’s environment, respecting its visual and interaction codes, so that the content appears as natural messages within each format and platform, adapting to the style of each environment and even to users’ operating systems (iOS and Android).

This original Canary Islands campaign is built around communication pieces that simulate notifications, alerts, and messages sent by the archipelago’s natural environment.

Among its objectives, this new campaign seeks to further position the Islands as a year-round nature destination, increase brand awareness in priority markets, associate the destination with values such as sustainability, wellbeing, and disconnection, and drive qualified traffic to the Nature section of holaislascanarias.com.

“Nature is calling. Answer”

This year’s Earth Day campaign is centered around the concept “Nature is calling. Answer”, a message designed to raise awareness about the importance of paying attention to nature and adopting more responsible behavior toward it. It invites us to notice the signals that encourage us to pause, observe, feel, and turn every moment into an opportunity to respond to that call.

The creative approach goes beyond highlighting the beauty of nature, focusing instead on showcasing the Islands’ natural environments as a key differentiator compared to other destinations: unique ecosystems and biodiversity, volcanic singularity, and a wide diversity of landscapes. Through this content, we continue to position the Canary Islands’ natural spaces so they remain top of mind for potential travelers.

The campaign “Nature is calling. Answer” aims to raise awareness about the importance of paying attention to nature and adopting more responsible behavior towards it.

Although Earth Day is celebrated on April 22, the campaign has already been launched across TikTok, Instagram, Facebook, Pinterest, Spotify, YouTube, and Netflix to spark user interest and curiosity. The campaign will run for six weeks.

Based on the results of last year’s nature campaign, investment is being prioritized in the best-performing markets: Germany, France, mainland Spain, the United Kingdom, Italy, the Netherlands, Belgium, Sweden, Ireland, and Switzerland.

An audience seeking nature experiences

This initiative targets an audience interested in enjoying nature-based experiences, physical and mental wellbeing, hiking, sustainability, and slow travel, taking the time to appreciate destinations and fully engage with the archipelago’s landscapes and cultural environment.

Nature tourists account for 22% of total arrivals to the Canary Islands and are typically more independent, with only 35% booking package holidays compared to 49% overall. They are travelers with medium-to-high purchasing power who distribute their spending more evenly across the territory and demonstrate strong environmental awareness. They also tend to stay longer, with an average stay of 9.9 days compared to 9.2 days overall.

* Action co-financed by the European Union (ERDF).