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Promotur Turismo de Canarias has won close to thirty awards in a year, half of which are gold or for first place, in recognition of the different actions and campaigns aimed at promoting the Canary Islands tourism brand.

The projects with the most awards have been headed up by the documentary The Smile of the Sun and the advert It all starts with a Hello, which were singled out with seven prizes each and won five gold awards in total between November 2015 and the same month in 2016.

Part of “The Best Climate in the World” communication platform, the documentary, shot between Greenland and the Canary Islands in May 2015, gathers the experiences of eleven Inuits on the archipelago. The advert, however, focuses on a love story conceived during the main character’s daydream, the fantasy of which leads him to forget the stresses of his daily life and start a new life in the Canary Islands’ idyllic landscapes after receiving a message that reads “Hello”.

Other promotional initiatives that were recognised were #StopBlueMonday and Vaho Taggers, which received another four awards each, of which five were golds or first places. The former initiative managed to involve the creator of the theory regarding the most depressing day of the year, British psychologist Cliff Arnall, who dismantled his theory for the Canary Islands, the place with “the best climate in the world” where depressing days do not exist. The latter consisted of a video made as a viral piece for social media with the aim of spreading the uniqueness of the Canarian climate to the European public through messages that were revealed after the windows on rush hour London public transport misted up, as people travelled to work.

International advertising festivals also singled out the promotional work of the Canary Islands with three silver prizes for Thank You Earth, a video made to commemorate International Mother Earth Day with stunning imagery of the landscapes on the islands and a message of gratitude to the planet for the extraordinary natural diversity on the archipelago.

Aimed at family tourism, the actions of the platform The great adventure together were also worthy of two golds. Another two were awarded to the productions Open 365, aimed at golf fans, and Canary Extreme Duel as part of the Extremosphere Reserve platform belonging to the active tourism category. This category, established in the Canary Islands tourism brand marketing plan, was also recognised for the promotional video coming under the communication platform The Canary Way of Surf, aimed at the wind and water sports segment.

The lift that raises your pride, an initiative designed to promote the archipelago as a gay friendly destination, was doubly awarded, having already received silver and bronze in different categories. The action consisted of decorating lift interiors to look like the inside of a closet in some of the top hotels catering to the LGBT public of Madrid, Barcelona and Berlin, during the Gay Pride events held in these cities around the dates of the campaign. The publishing project “365 days to recharge your energy or how the best climate in the world influences your mood” was also awarded with a silver. It is an inspiring publication that includes a selection of 365 attractive images of the islands accompanied by a motivating phrase for each day of the year to continue reinforcing the Canary Islands’ position as the place with “The best climate in the world” and as a revitalising destination.

Another silver was awarded to the initiative “The bench with the best climate in the world”, a promotional action focused on the climatic differences between winter in the north of Europe and that of the Canary Islands in terms of its influence on the people’s feelings of comfort and moods.

Lastly a bronze went to “Your friend from The Canary Islands“, an initiative developed solely through the internet with personalised emails sent to tourists registered in the database, “signed” by an imaginary friend from the Canary Islands, Gara, and written in a very original and friendly tone.

Over the last year, some of the awards have been given during prestigious international festivals, including highlights such as the Internationalist Awards for Innovation in Media (New York), the Travel Marketing Awards (London), El Ojo de Iberoamérica (Buenos Aires), the Festival Iberoamericano de la Publicidad – FIAP 2016 (Mexico City), the Oporto Art&Tur International Tourism Film Festival, and the Finisterra Arrábida Film Festival of Art and Tourism in Sesimbra (Portugal).

International contests held in Spain have also similarly valued and awarded the Canary Islands promotion initiatives, such as the El Chupete International Festival of Childen’s Communication, the Smile Festival (European Festival of Advertising and Humour), IAB Spain International Festival, the Advertising Communication Effectiveness Awards, the Spanish Advertising Media Association (AMPE), the I Córdoba Festival of Short Films, and the El Sol Ibero-American Festival of Advertising Communication in Bilbao.