This is an advertising campaign with which the entity plays with the recent launch of the Californian company to claim the importance of what is real in the midst of the 'boom' of virtuality.
The campaign has been deployed with a striking banner located in the central Puerta del Sol in Madrid, right in front of the establishment of the renowned technology company.
Amidst the growing enthusiasm for new virtual reality glasses, Turismo de Canarias has launched the "Canary Vision Project", its revolutionary and ambitious immersive reality glasses that promise a totally realistic experience.
Despite appearances, this launch isn't a product presentation, but rather an ingenious advertising campaign that, through humor, seeks to champion the real world amidst the virtual boom . The Canary Islands Tourism Board thus aims to encourage reflection on the importance of finding a balance between using new technologies and enjoying what's right in front of us.
The campaign has been launched with an eye-catching banner located in Madrid's central Puerta del Sol, directly opposite the premises of the renowned technology company, and with its own website: http://canaryvisionproject.com
As Elena González Vázquez de Parga, Director of Marketing and Communication Projects for Tourism in the Canary Islands, explained: “ As humanity, we have always used technology to improve our lives. However, current immersive technologies are leading society to live in a world increasingly detached from reality .”
Under the slogan “ Reality you can truly see, hear, and feel, ” the manifesto of this initiative states: “ We invite you to discover the true immersive experience. Thousands of landscapes. No wires, no ties. It doesn't use up battery, it charges it. It doesn't keep you connected, it disconnects you. And it's not just a pair of glasses, it's the Canary Islands .”
“ With this fictional launch, we not only want to highlight the uniqueness and charm of the Canary Islands as a tourist destination, but also show that, although technology can offer exciting experiences, nothing compares to living and enjoying our reality as it is ,” adds Elena González.
The campaign, conceived and executed by the media agency Initiative (IPG Mediabrands), has extended beyond Spain to countries such as the United Kingdom, France, Germany, Italy, and Ireland, among others. Furthermore, the creative work has reached New York , where it can be seen alongside advertising for the renowned technology company that recently launched its latest model of mixed reality glasses.
In the words of Vicente Ros , CEO of Initiative Spain, “ At Initiative, we are firmly committed to showing reality and contributing to creating a more conscious society. This campaign reflects our goal of balancing the impact of technological innovation with the importance of maintaining our connection to the authentic and tangible world around us. It is a pleasure to have clients like Turismo de Canarias who support this type of communication .”
