Promotur Turismo Canarias Promo SAY NO TO WINTER BLUES by DDB Barcelona

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Industry Transport, travel & tourism
Media Promo & PR
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: Event and Field Marketing
Advertiser: PROMOTUR
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 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
Describe the objective of the promotion.
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. Canarians stand in the front lines of the fight against Winter Blues, the depression that affects Europeans during winter.
Describe how the promotion developed from concept to implementation
We launch a campaign in order to recruit 100 young Canarians. They will become our spokespeople and personally invite 200 Europeans to visit the Canaries. As part of their missions they lead promotional actions (Speed Dating castings in Iceland, or encouraging shouting the loudest battle cry against Winter Blues) in order to travel to the Islands. 300 people (Canarians, Icelanders, Danes, Britons, Swedes and Germans) actively fight against Winter Blues on- and off-line. And they become the evidence of the study findings we distribute to the media: the best way to overcome Winter Blues is in the Canary Islands.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 15,043,000€ Free Publicity. Tripling the media budget. 750% more than established objective.• 253 million of media impressions in UK, Germany, Nordics and Spain.• 428 TV/Print media references. 728 blog posts. • had 20,000 visits and 5,000 recommendations in 10 days. (Spanish website with the most user-generated content). • The Canary Islands 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 remains immersed in the crisis, with -5.7% (Feb 2010 data)
Explain why the method of promotion was most relevant to the product or service
Tourism campaigns tend to have long-term effects. But we need an immediate response. Say no to Winter Blues is the response for mobilising people and volunteers become the campaign’s soul.With a budget 40% lower than previous year, the promotional action of selecting Canarian volunteers and their journey to Iceland, in addition to selecting Icelandic volunteers, who will be followed by Britons, Germans, Swedes and Danes, is the campaign´s strong revitalising agent. A vehicle that favours WOM, print/broadcast PR, combined with the distribution of studies to the media, which place Winter Blues and how to prevent it on the agenda.