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Branding Tenerife’s great outdoors with targeted campaigns

Branding Tenerife’s great outdoors with targeted campaigns

On behalf of Turismo de Tenerife, Related was appointed to raise awareness of Tenerife’s great outdoors and endless possibilities for active travelers.

For many years, Tenerife has mainly been seen as a sunny charter destination for seniors – the sports products haven’t been that widely known.

Therefore Related was appointed to reposition Tenerife as an ideal and attractive destination for both a sunny AND active holiday among the broader masses.

In order to raise awareness of Tenerife as an attractive and trendy destination for active travel, a number of strategically focused marketing campaigns were launched across the Nordics – focusing on the following USP’s:

  • Sunny weather all year round
  • Only 6-6,5 hours’ direct flight away
  • Trendy and high-end holiday product
  • Ideal destination for active travel

The island of Tenerife has welcomed tourists since the 1960’s, and in recent years, as healthy lifestyles have become ever more widespread, the island of Tenerife has been praised as a place where you can combine a relaxing holiday with sports and open-air activities. It is possible to go hiking to the snow covered top of the volcano El Teide in the morning, and spend the afternoon relaxing on the beach. Or spend the morning kayaking in the sun at the impressive Los Gigantes and go mountain biking in the thick forest in the afternoon.

Radio campaign reaching 2 million Swedes
A total of 25 campaigns were launched across the Nordics during the course of approx. 12 months.

One of the first major campaigns was a radio cooperation with Swedish commercial radio station NRJ themed: ’Keep your New Year’s resolution with Niclas Wahlgren’. NRJ has 670,000 listeners daily and 2,350,000 listeners weekly. Niclas Wahlgren is one of the radio hosts on NRJ and a well-known fitness personality in Sweden.  The main focus of the campaign was a competition on NRJ where listeners won an exclusive fitness weekend in Stockholm and a trip to Tenerife. The campaign ran for three weeks, with 21 promos and 5 mentions a day, and there was a total of 10 winners. The campaign generated a total net reach of 2,4 million Swedes.

Native campaigns reaching target audiences
To further improve Tenerife’s position and image within the target group, we also saw the need for increasing the product knowledge through native advertising: to make sure that consumers would learn about Tenerife as an ideal and trendy destination for an active holiday.

The native advertising included campaigns in women and lifestyle magazines such as Damernas Värld (SE), Tara (NO) and Gloria (FI) , as well as niche sports media like Landevei (NO), Terrengsykkel (NO), Feltet (DK) and (SE), and daily national newspapers, such as Dagens Nyheter (SE), Børsen (DK), Berlingske (DK), Politiken (DK) and Svenska Dagbladet/Perfect Guide (SE).

The native advertising campaigns were all focused on sport and active holidays and reached a total of 3 million travellers across the four Nordic countries.

Examples of the campaigns can be viewed here: