Canary Island marketing campaign

The Canary Islands are running a £1 million European marketing campaign in an effort to entice more visitors by proving the islands have a lot more to offer than just sun, sea and sand.
Clearly The Canary Islands have been popular with British holidaymakers and second home owners for many years with around four million Britons visiting the islands each year, whilst in the region of 60,000 live here.
Much of the Canary Islands annual income is derived from tourism, with UK residents providing a significant amount of the overall revenue.
Now, however as the effects of the credit crunch are starting to hit some peoples wallets, hoteliers and restaurant owners on the Canary Islands are concerned that the British tourist market may take a drop.
Called 'The Three Stadiums of Happiness' the campaign costing in excess of one and a quarter million Euros was launched at the Emirates Stadium, London. The main aim of the campaign is to showcase the Canary Islands as more than just a sunshine destination, by highlighting a wide range of options and activities for the family as well as individuals.
The Canary Islands are hoping that visitors that hadn't previously considered the Islands will be attracted to the nature, wildlife and spas, as well as the ever popular beaches.
The Tourism Vice-Minister of the Canary Islands, Ms Maria del Carmen Hernandez Bento, said, "The Canaries has always been a popular destination with British holidaymakers especially given our winter sun and fine beaches, however, the new exhibition presents an opportunity for the islands collectively to highlight another side to holidaymakers and for us to present a range of other activity options too."
The announcement of the new campaign follows speeches from the Canarian Government at the recent travel industry event ‘World Travel Market' which underlined the importance of British visitors for the Island's tourism sector. Tourism Minister Rita Martín said that if British holidaymakers did not exist, 'we would have to invent them' so crucial is their role to the Canaries' tourist industry.

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