The sustainable initiatives distributed through eight audiovisual productions by Turismo de Canarias have achieved more than 4 million full views on YouTube. In the second phase of this action, five capsules were produced featuring La Santa Sports, in Lanzarote; the Ecofinca Tecina, in La Gomera; the Instituto de Astrofísica de Canarias, in La Palma; the bicycle lanes in Las Palmas de Gran Canaria; and the conservation of the Eleonor falcon, in the Chinijo Archipelago.
These were added to the first videos produced in 2021, which focused on the Marine Litter Observatory in Fuerteventura, the Gorona del Viento hydro-wind power station in El Hierro, and the Loro Parque Foundation in Tenerife. All of them were communicated through a social media campaign developed during the autumn of 2022 in ten European markets.
In this regard, the Ministry of Tourism of the Canary Islands has communicated that this action successfully fulfilled the objective of promoting the sustainable actions and good environmental practices that have been developed in the eight islands, in order to make known the work that is carried out from both the public and private sectors to the fight against climate change and position the Canary Islands as a destination concerned about sustainability.
The media plan was developed through shorter pieces on social media that redirected to the long videos on the YouTube channel. The objective of the strategy was to reach a well-segmented target audience to achieve a high level of engagement through full video views, which has been successfully achieved. The plan will continue this year to increase the views of the last pieces completed in December, La Santa Sports (Lanzarote) and the conservation of the Eleonor falcon (Chinijo Archipelago). In addition, the production of eight new capsules will start shortly to continue communicating sustainable actions.
The videos were broadcast on YouTube, Facebook and Instagram and reached tourists in ten European markets: United Kingdom, Germany, Spain, Sweden, Norway, Belgium, Netherlands, France, Italy and Ireland.
The target audience that Turismo de Canarias targeted with these productions are European citizens concerned about sustainability and the environment, and interested in travel and tourism, with motivations such as astronomical observation, wildlife – e.g. cetaceans -, sports tourism and sustainable energies, among others. In addition, the media strategy also targeted Canarian residents concerned about the environment and sustainable tourism.