Lola Martin
Head of Marketing & Communications
Turismo de Islas Canarias
STRATEGY REINVIGORATED
Enhancing Tourism with Innovative and Sustainable Marketing
CLIENT
Turismo de Islas Canarias, the official tourism board for the Canary Islands, sought to elevate its marketing efforts. Colibri’s mission was to develop a robust and innovative marketing strategy that set the stage for long-term success, positioning the Canary Islands as a premier global tourist destination. This initiative aimed to enhance the region’s digital presence, promote sustainable tourism, and drive significant growth in tourist arrivals.
FIELD
- Tourism Board
- Government Authority
- Public Sector
DELIVERABLES
- Tourism Marketing Strategy
- Go-to-Market Strategy
- Marketing Activation
THE CHALLENGE
WHAT WE ADDRESSED.
With evolving travel trends and growing competition, Turismo de Islas Canarias faced the challenge of reinvigorating its brand appeal to attract modern travelers. Additionally, the organization needed to integrate sustainability into its marketing efforts and diversify its visitor demographics for sustained growth.
1. Stagnant Brand Perception: Despite its natural beauty and favorable climate, the Canary Islands struggled with a stagnant brand image that did not fully resonate with modern travelers.
2. Limited Digital Presence: The existing digital marketing efforts were insufficient, resulting in low online engagement and visibility in key markets.
3. Sustainability Concerns: Growing environmental awareness required a shift towards more sustainable tourism practices, which was not fully integrated into their existing marketing strategy.
4. Market Diversification: The need to attract a more diverse visitor demographic, including younger travelers and eco-conscious tourists, was not being effectively addressed.
Insight
A study by Expedia Group reveals that 70% of travelers are now prioritizing destinations that offer sustainable tourism options, driven by increased environmental awareness and demand for responsible travel practices
Impact
Incorporating sustainable tourism practices into marketing strategies can significantly boost engagement and attract a growing segment of environmentally conscious travelers, enhancing overall destination appeal.
THE SOLUTION
WHAT WE DELIVERED.
Understanding the unique challenges faced by Turismo de Islas Canarias, we devised a tailored marketing strategy that leverages innovative digital tools and sustainable practices. Our approach ensured effective brand revitalization, enhanced digital presence, and promoted sustainable tourism practices.
1. Brand Revitalization: Developing a fresh and dynamic brand image that highlights the unique experiences and diverse offerings of the Canary Islands.
2. Enhanced Digital Strategy: Implementing a robust digital marketing plan to increase online presence and engagement through advanced analytics, SEO, and social media optimization.
3. Sustainability Integration: Promoting eco-friendly tourism options and sustainable practices to appeal to environmentally conscious travelers.
4. Targeted Campaigns: Creating personalized marketing campaigns to attract diverse demographics, leveraging data-driven insights to tailor content and outreach.
Insight
According to Sojern and GA Agency, advanced digital tools and personalized marketing are pivotal in enhancing traveler experiences, with personalized strategies improving customer engagement by up to 45%.
Impact
Leveraging innovative digital tools and personalized marketing strategies can lead to higher engagement rates, increased tourist satisfaction, and a stronger, more appealing brand presence. This approach ensures destinations stay competitive and relevant in a rapidly evolving market.
THE RESULTS
WHAT WE ACHIEVED.
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%
ENGAGEMENT across social media platforms
0
Pts
POSITIVE SENTIMENT enhanced brand perception
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%
BOOKINGS increase in eco-friendly travel packages
0
%
ORGANIC TRAFFIC growth driven by improved SEO
THE TACTICS
WHAT WE USED.
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- Marketing Strategy Development
- Competitive Analysis
- Audience Research
- Brand Storytelling
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- Brand Revitalization Campaign
- Content Marketing Strategy
- Creators Partnerships and Collaborations
- Social Media Engagement
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- Data-Driven Marketing
- Search Engine Strategy
- Virtual Tours and AR/VR Experiences
- Targeted Messaging
THE PARTNERSHIP
WHAT WE PROVED.
Turismo de Islas Canarias, in partnership with Colibri Media, embarked on a transformative journey to revitalize its marketing strategy.
By addressing the challenges of an outdated brand image, limited digital presence, and the need for sustainable tourism practices, Colibri developed a comprehensive and innovative marketing strategy.
This strategy leveraged advanced digital tools, personalized marketing, and a strong emphasis on sustainability to align with the evolving preferences of modern travelers.
Through targeted tactics such as brand revitalization, enhanced digital presence, content marketing, creator collaborations, and data-driven marketing, Turismo de Islas Canarias successfully positioned itself as a premier global tourist destination. The strategic focus on sustainable tourism not only attracted eco-conscious travelers but also enhanced the overall brand appeal and engagement.
THE REVIEW
WHAT THEY SAID.
Client Voice
Working with Colibri was a game-changer for Turismo de Islas Canarias. Their data-driven approach to our marketing strategy made an immediate positive impact. Colibri’s expertise set us on a path for long-term success.