The campaign is being broadcast on 30 screens in the Madrid Metro from January 19th to 26th, with more than 138.000 repetitions and nearly 2,4 million expected impressions.
Yilenia Vega: “We are launching an innovative and emotional promotion, designed to generate desire and reinforce the visibility of Maspalomas in one of the main national source markets”
The Tourism Department of the San Bartolomé de Tirajana City Council, headed by Yilenia Vega, has traveled to Madrid to participate in the Fitur 2026 International Tourism Fair with an ambitious promotional campaign aimed at consolidating the position of Maspalomas Costa Canaria as the quintessential tourist municipality of the Canary Islands and one of the country's leading destinations in terms of overnight stays, second only to Madrid and Barcelona.
With this objective, the Tourism Department has designed a specific creative campaign that will be disseminated through a network of 30 digital screens located in some of Madrid's busiest and most iconic metro stations, such as Sol, Gran Vía, Callao, Nuevos Ministerios, and Chueca. The videos will be shown from January 19 to 26, coinciding with the Fitur tourism fair, directly impacting the urban public in their daily routines.
“We are committed to innovative, emotionally resonant promotion adapted to new consumption patterns, with campaigns that not only showcase the destination but also create lasting memories and a desire to visit,” highlighted the Councilor for Tourism, Yilenia Vega, during her visit to the screens located in the Sol Metro station, accompanied by the Mayor of San Bartolomé de Tirajana, Marco Aurelio Pérez, and the Councilor for Sports, Ramón Suárez. “This campaign in Madrid completes a coherent, planned, and sustained strategy. First Berlin, then London, and now Madrid—three key locations that allow us to maintain the destination's visibility, strengthen our brand, and continue positioning Maspalomas Costa Canaria as a leading tourist destination both nationally and internationally,” Vega emphasized.
“It could be worse”, a campaign that connects through irony
Under the slogan "Could be worse", the Maspalomas Costa Canaria campaign starts from a simple and powerful idea: to show how even the imperfect or the unexpected is experienced differently when you are on holiday in paradise, Maspalomas.
All the pieces revolve around a single protagonist, a relatable and recognizable character who accompanies the viewer throughout the campaign and acts as the connecting thread of the Maspalomas experience. Through various micro-stories, the character experiences typical vacation situations—minor mishaps, absurd moments, or seemingly insignificant scenes—which, in another context, might be awkward, but which in Maspalomas take on a new meaning.
One of the key narrative devices is breaking the fourth wall, allowing the protagonist to interact with the audience by looking directly into the camera, creating a direct connection and making them feel like accomplices, especially when they observe the campaign from locations like the Madrid Metro. The common closing tagline across all the pieces, “It could be worse, I could be on the Metro,” encapsulates the spirit of the campaign: even when something isn't perfect, being in Maspalomas changes everything.
As explained by the Councillor for Tourism, Yilenia Vega, “this campaign isn't about selling Maspalomas, but about making people feel it. We want to provoke an immediate reaction, an emotional and ironic contrast between the stress of daily life and the tranquility that our destination conveys. It's a direct and very effective way to connect with those who aren't yet on vacation, but can already imagine themselves on it.”
The videos will be broadcast 138.240 times, generating an estimated 2.390.919 impressions. The rollout in high-traffic stations ensures a constant presence for thousands of daily users, reinforcing brand awareness and the positioning of Maspalomas Costa Canaria in one of the main domestic source markets.
Strategic continuity after ITB Berlin and WTM London
The Fitur 2026 campaign continues the international promotion strategy developed by the Department of Tourism in recent years and seeks to promote the destination now in Madrid.
During ITB Berlin, Maspalomas Costa Canaria launched a digital campaign targeting the German market, achieving 5,1 million impressions and generating over 82.000 clicks to the destination's official website. Meanwhile, the campaign carried out during WTM London achieved over 6 million digital impressions and more than 110.000 website visits, strengthening the emotional connection with British visitors.
Added to the Fitur 2026 campaign, the three promotional actions allow Maspalomas Costa Canaria to close a strategic cycle with more than 13,5 million accumulated impacts in key markets and more than 190.000 direct interactions with potential visitors.
With actions like this, Maspalomas Costa Canaria reaffirms its tourism leadership, its ability to compete in the main international showcases and its commitment to modern, effective promotion aligned with the reality of the municipality.
