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The adventure reality show “Discovering Canary Islands” and the strategy “The office with the best climate in the world” took gold, while “Identity, Heritage and Culture of the Canary Islands” and “La Palma and the unnamed volcano” took bronze in the awards made by tourism marketing professionals. The Canary Islands were also chosen as best advertiser, in recognition of the high number of awards received, placing the brand ahead of major competitors Meliá, Iberia, B Travel, Vueling and Switzerland Tourism.

The winner in the Best Branded Content category was “Discovering Canary Islands”, while “The office with the best climate in the world” took first place in Best Brand Experience & Activation. The strategies “Identity, Heritage and Culture of the Canary Islands” and “La Palma and the unnamed volcano” took the bronze in the Best Branded Content and Best Integrated categories. Proximity, responsible for the creatives of three of the four award-winning campaigns, took the Best Agency prize.

The programme “Discovering Canary Islands”, seen by 41 million viewers, was awarded the gold by the jury, which praised the creativity of the show and its ability to naturally integrate original content of the Canary Islands brand with the aim of transmitting the region’s values through audience-engaging entertainment. The jury also valued the use of leading content platforms beyond traditional advertising methods and channels to feature storytelling techniques aimed at consumers.

The jury awarded gold to “Discovering Canary Islands” for its creativity and ability to naturally integrate original content of the Canary Islands brand.

The jury chose “The office with the best climate in the world” as the Best Brand Experience & Activation for progressively developing customer experience, in a shift from the rational arguments used in 2020 and 2021 to the emotional engagement of 2022, followed by this year’s close personal approach.

The strategy was conceived to capture European remote workers under the communication concept of the year-round sun and mild temperatures in the Islands, where they can work from a beach, a hotel room, a terrace bar in the old town, or a coworking space.

The strategy “The office with the best climate in the world” was conceived to capture European remote workers under the communication concept of the year-round sun and mild temperatures in the Islands.

It also included an awareness-raising action aimed at the global remote worker community: remote working from the Canary Islands with all expenses paid for six months. Featuring on specialist websites, native media and social media, the campaign achieved 31.5 million impacts.

New incentives for tourists

The bronze-winning strategy “Identity, Heritage and Culture of the Canary Islands” came about in response to the challenge of offering tourists new incentives to increase average spending per traveller and impact positively on other sectors of the local economy. Starting from a strategic objective of the brand, we decided to extend the product and provide information about the region’s identity, culture and historic heritage.

The first actions were “Around the world in 8 islands”, a campaign that achieved more than 2.1 million views, and “Islands of authentic life”, a journey through the region's art, flavours and sounds. In 2022, the action featured 14 unique craft products and techniques, reaching more than 4 million users, plus collaboration with 10 European influencers associated with crafts, nature and sustainability, which achieved 2.3 million followers. A further launch, “Islands with a lot to say”, showcased the cultural heritage of the Canary Islands through the stories of each island.

The strategy “La Palma and the unnamed volcano” was conceived to encourage the recovery of tourism after the volcanic eruptions on the island.

The other bronze went to “La Palma and the unnamed volcano” for its creativity, results, media leverage and coherent integration of various marketing disciplines, techniques and supports, with the strategic objective of adding value to the brand for the target audience through all points of contact. This strategy was conceived to encourage the recovery of tourism after the volcanic eruptions on the island, increase the number of visitors and boost the local economy.

The Best!N Travel awards bring together marketing professionals in the tourism industry and their agencies to recognise the best campaigns and the teams that lead them.