Promotur Turismo Canarias Promo, Case study SAY NO TO WINTER BLUES by DDB Madrid

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Spain
Agency DDB Madrid
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: Best Use of Social Media
Advertiser: PROMOTUR
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 Director: 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. - 19 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 Promo - Live Events, Flyers, Website. - 3-11 December 2009
Media placement: Europe, PR - Live Events, Flyers Website. - 3-11 December 2009

Summary of the Campaign
How to get the Canary Islands out of the crisis that has affected its European tourism? By making it the centre of an idea and placing it at the forefront of a European movement: Say no to Winter Blues. It is the motto of a rebellion of Canarians who travel to Europe in order to state their opposition to this syndrome that affects millions of Europeans, and show the best way of overcoming the Winter Blues: in the Canaries. A strategy that consists of selecting volunteers who will carry out various missions in Europe, with informative value and easily used by the media. A strategy that in February of 2010, places the Canary Islands as the leader for increased foreign tourists, growing for the 1st time in 3 years above the Spanish average, which is still immersed in the crisis.

The Goal
• To give greater visibility to the Canary Islands´ offer in a highly saturated context • To slow down the drop in tourism, aligning itself with the Spanish average, which is doing better in the downturn. • To involve the Canarian society in tourism promotion and gain recognition. The notoriety objectives will be measured by the publicity generated: €1.6 M (30% of the mass media campaign investment). The arrival of tourists, through the official survey by the Ministry of Industry, Commerce and Tourism. The involvement through the content generated by the Canarians. Objective: 1,000 recommendations

• 15,043,000€ in Free Publicity, tripling the campaign’s media budget. 750% more than the established objective. • 253 millions of media impressions in the main markets (UK, Germany, Nordics and Spain). • 428 TV and Print media references, and 728 blog posts. • The Canary Islands reached Spain´s highest international tourist quota (31.3%) since January 2005 • A positive balance of 2.3%, recovering 16 points compared to last year. The best evolution since 2006. The rest of Spain continues immersed in the crisis, with -5.7% • A letter of appreciation from the Canary Islands Government in the press, recognising the volunteers´ efforts

100 volunteers are chosen based on their influential ability in social networks and their commitment in uploading contents about the Canary Islands. With the first mission, we create a story for attracting the European media. Iceland, the European country with the darkest days during winter. The best place for announcing our active fight. With extensive news coverage, Canarians take the streets and recruit supporters. 100 Icelanders travel to the Canary Islands and become new allies. Volunteers travel to the most important markets--the UK, Germany, Denmark and Sweden--generating new recruits against Winter Blues, sharing their experiences in social networks. Meanwhile, the media is informed about the results of a Pan-European survey about Winter Blues. The study once again confirms Canary Islands as the easiest way to overcome it. Finally, the Say no to Winter Blues advertising campaign is launched in 15 countries.

The Situation
The Canary Islands is one of the 15 destinations with most tourists worldwide. But tourism has dropped up to 22% in the last 18 months. Emerging markets, such as Turkey or Egypt, with a similar offer, lower prices, and new infrastructures, threaten its ability to ever recover. Promotur, the Canary Islands’ Tourism Office, is in search of a new focus for its winter campaign--one that is able to generate notoriety in the outbound markets, and show the Canarian society its government´s efforts in attracting tourism. A critical matter, when 60% of the GDP comes from this sector.

The Strategy
To use a relevant insight: Winter Blues, a syndrome that affects millions of Europeans during winter due to the lack of light. Winter Blues tends to appear every year in the news agenda. This year, the Canary Islands will be positioned as the leader against Winter Blues in order to use this as a lever in generating greater visibility and relevance. We take over the battle cry of "Say no to Winter Blues," with two complementary strategies • The European missions of the Canarian volunteers, who are a true display of the Canary Islands´ real commitment, generate a grassroots movement against the syndrome, with volunteers from 6 countries • Press releases that give the syndrome greater coverage, with the Canary Islands as the best solution for overcoming it.