This summer, the Canary Island Tourism Office has carried out an ambitious month-long marketing campaign in Moscow, using beach volleyball as the main thread.
The Canary Islands brand was present is Moscow as the official destination of two of the most important international beach volleyball fixtures in the world, the Moscow Grand Slam of the FIVB Beach Volleyball Swatch World Tour, held in Russia this summer.
The Canary Islands’ marketing campaign was divided into three key strands: active promotional stunts through direct contact with the Russian public, including a lucky draw to win a luxury trip for two; media dissemination through the presence of the brand in all the TV broadcasts of the events; and PR with Russian travel agencies and tour operators.
So as to carry out all these actions, the Canary Islands brand employed a team comprising five event staff, three coordinators and a manager, all supervised and controlled by Promotur, Turismo de Canarias. Wearing branded uniforms, the team transmitted to the Russian public the values and attractions of the Canary Islands, such as their climate, sea, beaches, wellness and spas, cuisine, leisure and sports activities, luxury, exoticness and safety, among other, all meeting the EU high standards.
Canary Islands summer marketing campaign targets Moscow
