Press Notes

• The biggest tourism marketing competition in the United Kingdom “The Travel Marketing Awards” has recognised the Canarian initiative “Stop Blue Monday” as the best international advertising campaign of the year for 2016
• The international tourism industry event gathered together marketing professionals from the sector from around the world in London

The Canary Islands, 16 March 2017 – The Stop Blue Monday campaign by Promotur Turismo de Canarias has been recognised by the British tourism marketing competition The Travel Marketing Awards as the best international campaign of 2016 in the category of campaign with a budget of up to 250,000 pounds (286,000 euros). Entries for the awards came from the best destination and tourism company marketing initiatives from around the world.

Announced during an event held in London, the award merits a marketing initiative that has already been recognised with a prize for the best Spanish campaign of the year in the Efficiency in Commercial Communication awards, which herald the best advertising actions across different areas. 

The Canary Islands brand was awarded a gold during the event for the best use of brand content, as well as two silvers and a bronze, and nominations for other prizes. This acknowledgement of the quality of the Canary Islands’ tourism promotion comes after numerous advertising awards that have been given to their various campaigns and media actions, making the Canary Islands brand the most awarded in the tourism sector in Spain and one of the most successful in Europe. New York, Buenos Aires, Madrid, Bilbao and Porto are some of the specialist festivals where the Canary Island campaigns have landed prizes.

Stop Blue Monday, carried out by the agency DEC BBDO, was a campaign featuring Cliff Arnall, the British psychologist who created the Blue Monday concept (the most depressing day of the year). He was invited to join the movement led by the Canary Islands and bid farewell to the bluest day of the year to dismantle the myth that the third Monday of the year is the greyest and most depressing day on the calendar. With this promotional action, Promotur Turismo de Canarias launched a positive and uplifting message from the Canary 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 helped to carry on promoting the ability of the Canarian climate to revitalise visitors to the islands, especially during the winter months, when the limited light and prevailing cold on the continent make the Canary Islands a favourite destination amongst 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. Turismo de Canarias calculates that more than 170 free mentions generated in the media garnered an approximate figure of 3 million euros’ worth of advertising.

• Photo caption: Cliff Arnall, creator of the Blue Monday concept, on a beach on the Canary Islands
• Link to Stop Blue Monday video: https://www.youtube.com/watch?v=jxVpLNPTW8Q
• Link to Stop Blue Monday website:  http://www.stopbluemonday.com

About the Canary Islands

The Canary Islands is the place with The best climate in the world for enjoying exceptional holidays any time of the year. Seven different and unique islands, perfect for disconnecting from your daily routine, recharging your batteries and returning home feeling physically and mentally refreshed. The beaches, volcanic landscapes, lively and hospitable lifestyle and the possibility of choosing from all sorts of outdoor activities, as well as a wide range of quality accommodation and leisure activities, mean that the majority of visitors repeat the experience more than once.

About Promotur Turismo de Canarias

Promotur Turismo de Canarias, an entity attached to the Department of Tourism, Culture and Sport of the Regional Government of the Canary Islands, oversees the promotion of the Canary Islands tourism brand. Created in 2005, the main goal of this public company is to study, promote and market the huge tourist offer the Canarian archipelago affords, in conjunction with the other institutions on the islands related to the tourist sector.

Press Contact:

brezo.rodriguez@porternovelli.es  // alberto.tapia@porternovelli.es

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