In recent weeks, various actions have been carried out to refresh and expand the tourist brand abroad on some islands.
Times change and, with them, the way we communicate. This is something that can be seen especially in advertising and marketing, where traditional media have given way to the Internet and screens, as well as the famous cookies, used to know what we like and what we don't. This is why the tourism sector has also had to adapt to new technologies to promote itself.
Especially from the Canary Islands, where innovation in the sector is essential since thousands of families make a living from tourism. Videos in various languages, sports sponsorship or advertisements in importing countries have been some of the actions that the different tourist institutions on the islands have implemented in recent years.
The campaign they have presented in Tenerife these days is based on this last practice. On the neighboring island they have launched a campaign through which they will project a short promotional video in 3D that will give the sensation of “splashing water” to everyone who sees it. This spot will be projected in Hamburg's main train station and in the Karlsplatz subway station in Munich, where together they aim to reach more than ten million Germans.
The tourism marketing actions on the islands in recent days do not stop there. The City Council of Las Palmas de Gran Canaria, through its company TurismoLPA, renewed its tourist image with a profound rebranding through which they changed the logo and the typography with which the city's promotional campaigns will be disseminated.
A facelift with which those responsible assure that they seek to revalue the brand, simplifying it but giving it greater meaning. It also seeks to position the capital as a coastal and experiential destination with a story to tell and where the open nature of its inhabitants is another tourist attraction.
Not forgetting Gran Canaria Tourism and its 'Much to Live For' which encourages us to discover Gran Canaria and our most emblematic festival 'Vamos Pa'l Pino' with its new APP.
These actions highlight the intention of many regional tourism institutions that are beginning to look for the best way to position themselves abroad using all the tools that marketing offers to a sector like tourism. At the moment, in the south and southeast of the island the only tourist brand is Maspalomas Costa Canaria in San Bartolomé de Tirajana, which has maintained a current and recognizable image for years.
