(TAN): The Ministry of Tourism, Industry and Commerce of the Canary Islands has launched a marketing campaign coinciding with the withdrawal of the limitations to travel to the Canary Islands from the main issuing countries, such as the United Kingdom and Germany.
The focus of the campaign is to give “the warmest welcome of all” to a spectacular European refuge.
Minister Yaiza Castilla stated that “in these critical moments and where demand is still very weak, it is important to encourage it to come to the Islands in winter. We cannot forget that the United Kingdom and Germany account for 55% of the weight of travellers arriving in the Canary Islands, and that we are a leading destination this season.”
The campaign, under the claim “The warmest welcome of all”, takes as its creative axis the idea of reunion that, playing with the two meanings of the word warmth, allows to emphasize values of the destination such as hospitality and good weather.
From here, the messages focus on highlighting the advantages of the destination that include health and accommodation infrastructures, prepared to respond to any complication and, a refuge from the low temperatures of the harsh European winter.
The campaign, with a 100% digital approach, is based on a dynamic activation strategy, incorporating markets and modulating investment based on the circumstances of each moment, closely linked to the evolution of the pandemic.
In a first phase, it has been launched in Germany, the United Kingdom, Sweden, Denmark, Italy, France and Austria, although a possible expansion is foreseen to other markets such as Norway, Finland, Ireland, Belgium, the Netherlands and Switzerland, all of which are important emitters for the winter season to the Canary Islands.
