MISSION SAY NO TO WINTER BLUES by DDB Barcelona for Promotur Turismo Canarias

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MISSION SAY NO TO WINTER BLUES

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Industry Transport, travel & tourism
Media Direct marketing
Market Spain
Agency DDB Barcelona
Director Julio Del Alamo
Executive Creative Director Jose Gamo
Creative Director Gustavo Montoro Pericas
Art Director Roberto Albares
Copywriter Nuria Garcia
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PROMOTUR
Product/Service: CANARY ISLAND'S TOURISM
Agency: DDB ESPAÑA
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: DDB ESPAÑA , Barcelona, SPAIN
Executive Creative Director: José Gamo (DDB Madrid)
Creative Director: Gustavo Montoro (DDB Madrid)
Copywriter: Nuria Garcia (DDB Madrid)
Art Director: Roberto Albares (DDB Madrid)
Online Creative Director: Sebastián Méndez (DDB Madrid)
Online Creative Supervisor: Chuwi García (DDB Madrid)
Head of Planning: Pablo Vázquez (DDB Madrid)
Business Development Directo: Maria José Moreno (DDB Madrid)
Business Director: Ana Alonso (DDB Madrid)
Business Director: David Maján (DDB Madrid)
Account Director: Susana Gimeno (DDB Madrid)
Account Executive: Belén Maya (DDB Madrid)
Director of TV Production: Enrique Feijoo (DDB Madrid)
Deputy General Manager: José González Rivera (Ketchum Pleon)
Associate Manager: Rosa Fernández Conde (Ketchum Pleon)
Account Director: Isabel Zancajo Selfa (Ketchum Pleon)
Event Manager: Rocío Muñoz Revuelta (Ketchum Pleon)
Account Executive: Laura de Ortúzar Méndez (Ketchum Pleon)
Director: Julio Alamo (Alamo Films)
Media placement: Canarian Promo - Universities, Local Radios, Website. - 5 October 2009
Media placement: Iceland, Direct - Live Events Reykjavík, Flyers, Website. - 19 October 2009
Media placement: Iceland Promo - Live Events Reykjavík, Flyers, Website. - 29 October 2009
Media placement: Iceland PR - National And International Media. - 19 October 2009
Media placement: Press Release - International Media - 1 November 2009
Media placement: Mass Media - 15 European Countries - 9 November 2009
Media placement: Europe, Direct - Live Events, Flyers, Website. - 3-11 December 2009
Media placement: Europe, PR - Live Events, Flyers, Website. - 3-11 December 2009
Describe the brief/objective of the direct campaign.
Promotur, the Canary Islands' Tourism Office, is searching for a new focus for its winter campaign. It needs to generate traffic towards the Canaries. It's bad times for the economy and the threat of emerging markets such as Turkey and Egypt demands immediate results to revert the situation. We need to mobilise European tourists. And we found no better way than a movement that begins in the Canary Islands and expands around Europe. With the Say no to Winter Blues flag, Can arians stand in the front lines of the fight against Winter Blues, the depression that affects Europeans during winter.
Explain why the creative execution was relevant to the product or service.
Say no to Winter Blues is a battle cry. And we want to make it into something very personal.We selected 100 young Canarians to become the promoters of this idea and for them to recruit new supporters. Their missions against Winter Blues in various European capitals are essential for obtaining greater visibility, and above all, for making the idea a reality. These volunteers are transformed into the campaign´s soul, and in the best mediums for expanding it, transforming the message into direct relational communications.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Volunteers’ experiences are broadcasted by the media coverage, giving them visibility and relevance in key European markets.100 Canarians travel to Iceland, the European country with the darkest days, and deliver door to door a message in a bottle: Say no to Winter Blues. They select, in a speed dating event, 100 Icelanders who will travel to the Canaries, becoming opinion leaders.They aim to revitalise communications about the Canary Islands.Off-line/on-line. *Publicity objectives: 2 million Euros in free publicity (over an investment of 350,000€)*On-line objectives: 1,000 recommendations on the website. *Marketing objectives: align itself with the Spanish average.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 15,043,000€ Free Publicity. Tripling the media budget. 750% more than established objective.• 253 million of media impressions: UK, Germany, Nordics and Spain.• 428 TV/Print media references. 728 blog posts. 700,000 Google results.• Compartetufortuna.com had 20,000 visits and 5,000 recommendations in 10days. (Spanish website with the most user-generated content). Recommendations fuelled the Canary Eye, an interactive captivation tool.• Reached Spain’s highest international tourist quota (31.3%) since January 2005.• Positive balance of 2.3%, recovering 16 points from last year. Best evolution since 2006. The rest of Spain continues immersed in the crisis, with -5.7% (Feb 2010)