Axis Sales and Marketing

Tenerife, the ideal destination for sand and sea and a popular choice for over 2 million Britons last year. But the aim of this campaign was to raise awareness of another side to this Canary Island and make it the perfect destination for short breaks and city breaks as well as the longer beach style holidays. The streets of the old capital, La Laguna, are rich in culture and the current capital, Santa Cruz, is making a name for itself as a gastronomy lovers heaven and so, along with its offerings to nature and music lovers, Tenerife had a great deal to shout about.

In order for the campaign to work effectively we needed to allow individual spokespeople to convey the key messages with enthusiasm and personal endorsement whilst also providing ample opportunities for more overt branding of Tenerife and a call to action for people who wished to know more. In addition, we also wanted to allow the general public to ask their own questions about the Island in order to demonstrate that the area of Santa Cruz and La Laguna in Tenerife really does have something for everyone. To this end, we created a campaign that incorporated radio interviews, features and competitions alongside a webTV show which viewers could participate in as it went out live or choose to view on demand at a later date. Further online coverage could also be secured with a fantastic selection of Tenerife flights and accommodation. These gave us access to a selection of sites whose requirements are different to those who would take a live chat or sites that could offer us extended coverage in return for this impressive prize.

The choice of spokespeople was key to the success of the campaign as we needed to ensure that guests could answer any questions about Tenerife itself whilst also being able to offer a far broader perspective on the area in comparison to other city break or short break destinations. Travel expert Clemencia Weise and Travel Journalist Adrain Mourby therefore provided the ideal combination and both had extensive broadcast experience.

The campaign was extremely well received by media owners who were able to take part via the most suitable route for their station or site and their audience. The radio elements generated more than 120 pieces of coverage, nearly 10 hours of airtime and participation from stations such as Magic AM, Classic Gold, XFM London and Signal One alongside more than 30 pieces of coverage on BBC stations. The online part of the strategy also scored highly against the initial brief with the webTV show and competitions delivering more than 400 days worth of coverage across 21 sites including Channel 4, BBC Music Magazine, NTLWorld, This is Travel, Tiscali and The Guardian.