Back in September, the Canary Islands unveiled a new international campaign under the slogan “We’re sharing our good fortune”, with the aim to make the Canaries the preferred tourist destination for Europeans.

A wide range of actions to promote the Canary Islands have been initiated, employing new and efficient tools in a campaign rolled out in print, broadcast and on-line media.

Aiming to strengthen the image of the Canary Islands, communicate its new positioning and stimulate demand, the media campaign, broke on the 9th November and runs until mid-December. Crossing international borders, it will utilise television, press, radio, outdoor and Internet, across Europe: Spain, France, the United Kingdom, Ireland, Germany, Sweden, Denmark, Austria, Italy, Belgium, the Netherlands, Switzerland, Finland and Norway.

The campaign
A range of spectacular images of the islands, featuring a beautiful young woman of Nordic complexion together with a big polar bear, have been used in the campaign. This striking couple transmit the campaign message very clearly: “winter can be better, come to the Canary Islands.”

This unprecedented campaign, which reaches beyond conventional advertising, will promote the Canary Islands across Europe by positioning and presenting the archipelago as the ideal solution to beat the Winter Blues.

Presence at “World Travel Market”
The European campaign kicked off on 9 November, coinciding with the World Travel Market, one of the most important tourism trade shows in the world, at which the Canary Islands was represented. On 9 November a delegation of 7 Canary Island ambassadors, one from each island, flew to London to herald the beginning of the campaign.

Over two days the ambassadors shared their passion for the Canary Islands with visitors and the international media. This meant that, once again, local people from the Canaries were responsible for conveying their experience to the audience gathered at the show and encouraged them to live the Canary Island experience.

The Canary Islands stand enabled them to experience its four quality product categories firsthand: volcanic experience, wellness delight, family welcome and water sports experience, through performances and simulators showing the Canary Islands and its four product types.