The Ministry of Tourism, Industry and Trade of the Canary Islands Government, through the public company Canary Islands Tourism, has launched the ‘Semana Santa’ (Easter Week, literally from Spanish “Holy Week”) promotional campaign aimed at boosting bookings in the domestic market.
The campaign uses a humorous parallelism with the saint’s day to show the diversity of the offer and the landscapes of the islands, as well as accompanying a supply of air seats 18.4 percent higher than in the same period of 2019, as reported by the regional Ministry of Tourism.
For Easter holidays, which are held this year in the first week of April, the airlines have put 165,299 seats on sale, which means 25,644 more seats than in the pre-pandemic season. In this regard, the Canary Islands Government’s Minister of Tourism, Yaiza Castilla, pointed out that this “high air capacity is very positive and confirms the recovery” of the sector.
In any case, she stressed that “we must be cautious”, as “we cannot ignore the “current economic uncertainty that exists not only in Spain, but also in the rest” of the issuing markets.
Even so, in order to convert these seats into passengers, Canary Islands Tourism is launching the campaign with the claim ‘Santa Semana’, which has as a concept “creative part of the idea that, at this time of year, citizens need a period of rest from the daily routine and only” Canary Islands “offers a different option” to do so.
“With the peace of mind that comes from the fact that the airlines are still committed to our destination, we at Canary Islands Tourism are launching this campaign that flees from the conventional in order to boost bookings among our mainland tourists, who are looking for a holiday of disconnection and good weather,” Castilla added.
The pieces of this campaign are linked to Easter using a parallelism with the saints, so that in the islands are ready to “make their miracles Santa Tumbona, San Chapuzón, Santa Ruta or San Tapeo, among other ‘saints’ who personify the diversity of the offer and the landscapes of the archipelago”.
This is a commitment by Canary Islands Tourism to a “light-hearted code with a touch of humour that aims to generate notoriety” in the national market.
As for the media plan, it is mainly oriented towards the digital sphere, although it also includes radio and plans to launch 9 million impacts, as well as achieving at least 2.5 million video views, using media such as YouTube and the main generalist digital media in Spain.
As for social networks, the aim will be to achieve the greatest possible interaction with the target audience, so that together with the ‘reels’ a viral action will be activated which, by means of a filter, will allow users to personalise a stamp of the ‘Canary Island saint’ with their face, with which they best identify themselves.
In order for the campaign to have an impact, they point out that various tools have been used to identify the audiences with the greatest potential to travel to the islands, for which multiple consumer and business variables are crossed, as well as taking into account the user’s interests, browsing patterns and active searches for flights and trips, among other aspects.
The campaign is also working on some special actions such as the activation in a prime time television programme with a humorous approach, where ‘Santa Tumbona’ will be on set to encourage viewers to travel to the islands. There will also be street polls to share with the public this ‘Canarian saint’s day’, reminding them that the climate and diversity of the archipelago are the perfect combination for the festivities. The campaign will run until the end of March and has a budget of 250,000 euros financed by REACT-EU funds.