Say No To Winter Blues
The Canary Islands are dependent upon international tourism so the recent economic downturn posed a problem for their most lucrative industry. In order to combat the lull in visitors and entice Europeans to travel again, Tribal DDB (where?) launched a wide-reaching and interactive battle against the doldrums of cold weather, positioning the islands as leaders in the fight against winter blues.
The campaign mobilized young volunteers from six different countries to rally behind its cause and garner more attention for the “say no to winter blues” campaign. There was a massive response to the casting call, resulting in over 20,000 visits to the website in just ten days, 35% of which were students, 5,000 uploaded videos and personal photos for the selection process, and 2,000 people for casting calls, 100 of which were chosen.
The volunteers travelled far and wide promoting travel to the Canary Islands, beginning in Iceland and making their way through London, Berlin, Stockholm, and Copenhagen. Throughout their journey, they received incredible support and media attention. The social movement bequeathed a mass media movement, earning 15,043,000 pounds worth of free publicity, 253 million impressions, and 428 TV appearances. Moreover, the movement got tourists moving. As a result of the campaign, the Canary Islands has solidified its stature as the third most popular tourism destination in the world and top tourism destination in Spanish, and achieved its best market share since 2005.