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Germany | Account Work | Tenerife

OBJECTIVES

Tenerife used to be mainly positioned as a sun and beach destination for families or best-agers. Only insiders knew that the island offers a one-of-a-kind variety: Rich culture and traditions, picturesque historic cities, unique nature and plenty of outdoor activities in contrast to the other Canary Island. So, the challenge was to create a new image and build awareness for the island amongst a broader audience of younger outdoor enthusiasts and culturally interested visitors in DACH.

We created a 360-degree integrated approach to trade and consumer. When it comes to consumer communication, we developed on the one hand side new activities for the target group like extraordinary hiking and biking events, on the other hand, we created a new approach with photography, videos and language and used new communication opportunities through media- and brand-partnerships and films.

ACTIONS

  • We have been realising a press relations program which includes the distribution of monthly press releases; realisation of press trips; arranged meetings with journalists at fairs, conferences, media calls and editorial visits; realised interviews for print, radio & TV, online.
  • In addition, we develop every year creative projects including brand partnerships, events, media cooperation, speaker opportunities, e.g.:
  • Film Production: GCE has produced the new Tenerife short film “The Game” especially for the DACH market to inspire potential customers, travel agents, tour operators. 
  • Aviation Event, June 11th 2021: For the first time the Aviation-Event takes place in a tourist destination, and not in a European airport, as has been the norm until now. At the event in Tenerife, over 200 leaders of the aviation industry and representatives of institutions shared strategies on the evolution of the sector. The meeting is an excellent opportunity for the island to make contact and establish synergies with leading stakeholders.

RESULTS

Within the last 10 years, we successfully created a new image for Tenerife through our PR activities. The numbers of guest from the German-speaking market constantly grew and more and more young and active guests have chosen Tenerife for their vacation. In 2019 alone, we reached a print audience of around 260 million, 458 articles and a PR value of 15 million Euro.