The strategy aims to turn the Islands into ‘the office with the best climate in the world’, according to Turismo de Canarias. Thus, the campaign will engage the ‘remote workers’ in every aspect of this experience, bringing forth the many advantages they can enjoy on the islands once the working day is over and the computers are switched off. All this is possible thanks to the fact that the Canary Islands offer them an endless number of leisure plans in world-renowned tourist micro-destinations and a range of outdoor activities in one of the best natural environments in all of Europe.
The objective is to reach the target audience more effectively through geolocation and the interests detected in the different users, who will be impacted according to where they are and what motivates them. In addition, with the aim of increasing the visibility of the action, innovative and large-format pieces have been designed for London and Berlin, where several vehicles with giant digital screens followed a strategically designed route, which passed through business and technology areas where companies related to flexible working and a large number of people who can work remotely are concentrated.
According to Nomad List, the world’s leading portal for remote workers and where the Canary Islands are enjoying a convincing 95% approval rate and top positions globally, 45,800 teleworkers arrived on the islands between January and November. These travellers enjoy an average stay of 50 nights and spend an average of 3,171 euros, as per the latest reports from Canary Islands Tourism, an amount equivalent to the average expenditure of 120,400 holidaymakers.
As for the countries of origin of the ‘remote workers’, according to the data handled by the Canary Islands Association of Collaborative Spaces, the ranking is headed by Germany (27%), followed by the United Kingdom (12%), the Netherlands (10%), the Czech Republic (8%), the United States (6.6%), Spain (6.6%) and Ireland (5%).