Smile - you’re in the Canaries! - 15.07.2005

An agreement with travel company Turespaña whereby the Canarian Archipelago will be promoted alongside Spain as a whole, has been signed by the regional councillor for Tourism, Manuel Fajardo.

The publicity campaign, which will be carried out in ten European countries - Holland, Ireland, Switzerland, Austria, Finland, Denmark, Portugal, Italy and France, will be jointly financed to the sum of 4 million euros and the strategy will include publicity inserts in national newspapers, magazines, Sunday supplements and billboard promotions on the outskirts of the major cities of each country.
As far as the Archipelago is concerned, the campaign, which will run from September to December,  will concentrate on emphasizing the differences between the Canary islands and other holiday destinations and will have the slogan ‘Smile, you’re in the Canaries.’ The sun and beach aspect of Tenerife, along with water sport holidays, cultural breaks, golf holidays and walking holidays will be highlighted.
According to the regional councillor Fajardo, the campaign should have a positive effect on the number of visitors to the islands since the strategy was drawn up as a result of having studied the results of 217,000 questionnaires. The campaign concentrates on portraying the islands to make them attractive to families, young couples and groups of visitors.