As the economic and business climate gets tougher what are the Canary Island Tourist Board doing to maintain and increase visitor numbers to Lanzarote and the other islands in the archipelago this winter? We take a look at their current marketing initiative – a three centre promotional road show targeting the capital cities of the UK, Germany and Spain. Which kicks off at Arsenal´s Emirates Stadium this week.
London is currently hosting the first stop in an international road show being conducted by the Canary Islands Tourist Board. A project which is designed to, in their own words: “Reposition the Canary Islands as a preferred destination for the winter season and attract a higher number of tourists”.
In each of the three capital cities of London, Madrid and Spain the Tourist Board has selected a high profile football stadium to host an exhibition extolling the virtues of the Canary Islands as a holiday destination. With the Emirates Stadium, home of Arsenal Football Club, acting as the focal point for this activity in the UK from November 17th through until December 3rd. Whilst the Allianz Arena in Germany and the Bernabeu in Madrid provide the setting for the German and Spanish legs of the event.
Awareness of the exhibition at the Emirates is being driven via a number of different marketing routes. Kicking off with the official sponsorship of the recent high profile Premiership fixture between Arsenal and Manchester United last Saturday the 8th. And further supported with what the Tourist Board’s promotional literature describes as “Heavy investment in print, radio, television and outdoor advertising”. Featuring the recently launched new logo for the Canary Islands on outdoor media such as bus sidings along with information about the exhibition.
Invitations to schools, youth and cultural groups have also been issued. All of which is expected to spread the word and drive attendance at the event.
Over the 21 days of the campaign, five 42 seat courtesy coaches, decorated with the logos of the Canary Islands will provide free transportation from across London to the Emirates stadium for people visiting the exhibition. In addition, 2000 posters have been sited on some of London’s busiest underground lines, such as the Northern, Victoria, Piccadilly and Central, to reinforce the visual impact of the campaign.
This marketing plan is designed to target and appeal to all demographics, with specific resonance amongst families and children – based on the rationale that the younger members of the family can often be the main driving force when it comes to the selection of a holiday destination.
The Tourist Board believes that this marketing plan will enable them to reach a large proportion of the UK population and communicate that the Canary Islands offers much more than just sun and beach tourism. An extension of previous campaigns that have also sought to promote the islands cuisine, cultural attractions, leisure facilities and natural beauty.
Germany, the UK and Madrid are the three leading sources of tourism for the Canary Islands. Of the 9,328,546 tourists visiting the archipelago in 2007, 34.55% were from the United Kingdom, making it the leading source of tourists. Followed by Germany and mainland Spain. 7.5% of British tourists travelling abroad choose the Canary Islands as their holiday destination.
According to Ms. Rita Martín Perez, Regional Minister of Tourism for the Canary Islands, “This ambitious campaign will introduce the new graphic identity of the Canary Islands in England, our leading issuer country, reinforcing our promotional policy in these times of economic uncertainty”. During the 21 days of the campaign, “The Canary Islands will invade London to promote the arrival of British tourists, a very important market for the Canary Islands given the large number of flights connecting the Spanish region and the British capital”.
Exhibition Attractions
The exhibition area features of a number of different, themed areas. Such as the Information Zone, offering information on specific tourist themes (conferences and incentives, water sports, relaxation, family tourism, locating those, nature, golf and beach). And the Relaxation zone, where visitors will be able to sample the sensation of relaxation that the Canary Islands offer by means of the MedyJet Massage system that provides a soft hydromassage using a patented water-through-water system.
Plus a raft of special activities and events such as a Gastronomic Day, featuring leading Canarain chefs Germán Blanco and Aarón Espinosa. Who will be preparing typical regional dishes and providing recommendations and advice on their preparation while explaining the characteristics of the local products used. The restaurant at the Emirates stadium will also be offering traditional Canary Island dishes on their menus.
To promote the arrival of tourists during the winter season, the government of the Canary Islands is investing €10,945,000 overall on different promotional activities on the Iberian Peninsula, United Kingdom, Ireland, Germany, Benelux, Austria, Switzerland, France, Italy, Poland and the Nordic countries.
Event Information
The Canary Islands Exhibition at the Emirates Stadium takes place from November 17th through until December 3rd, from 10.00 to 20.00 daily. Closed November 24th, 25th and 26th. Admission is free of charge.
