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The excellent climate that we enjoy in the archipelago has been the highlight of a paid digital media campaign that Promotur Turismo de Canarias launched in some of the main weather related European publications. The campaign was active during the second half of November, taking advantage of the exact moment when the cold, the rain and the decrease in the number of daylight hours begin to be felt in the continent.

"The best climate in the world", a concept that is identified as the personality value of the Canary Islands tourist brand, was distributed among the media of the key European markets for tourist promotion of the Islands through the video tutorial that is part of the contents on the generic webpage www.thebestclimateintheworld.com. This audiovisual piece explains, in just three minutes and in a pleasant and attractive way, the main characteristics of the Canarian climate that make it, according to some studies, one of the best in the world, up to the point that its positive aspects are reflected in the health and well-being of people as it revitalises us physically and psychologically. It is precisely this concept of revitalisation generated by our climate that the positioning strategy of the Canary Islands tourist brand was defined in the Strategic Promotional Plan for Tourism in the Canary Islands 2012 - 2016.

Main campaign data

CTR (click-through rate): 0.10%

Unique users: 1,879,610

Markets: Spain, Italy, Belgium, The Netherlands, Sweden, France, Norway, Switzerland, United Kingdom and Germany.

* This action is 85% co-financed by the European Regional Development Fund (ERDF).