Canary Islands Tourism launches an Instagram campaign targeting UK teenagers

The Tourism Board for the Canary Islands will launch a campaign for two weeks on Instagram aimed at young people from the UK between 13 and 17 years of age who were only recently allowed back into Spain, since the requirement to be fully vaccinated was lifted for their age group. 

The Ministry of Tourism, Industry and Commerce of the Government of the Canary Islands is starting today a promotional campaign aimed at a new audience, British teenagers, to let them know they are allowed to enter Spain again with a negative PCR test.

“This digital action supposes a rejuvenation of our audiences, since in general we address potential tourists of legal age, who are the ones who book the trips. However, on this occasion, we make the young people of the UK the protagonists of our Instagram accounts, in order to convey to them that the Canary Islands is the ideal destination for a youth and family vacation”, explains the Minister of Tourism, Yaiza Castilla .

The initiative, co-financed 85% with Feder funds, is aimed at adolescents in the United Kingdom between 13 years of age, which is the minimum age required by Instagram to open an account, and 17 years of age. "We focus on them because they have been the most affected by the measures restricting access to Spain, which meant a decrease in our brand identity oriented towards family tourism" says Castilla, who adds that the objective of this action is to maintain the emotional bond that these young people have with the Islas Canarias brand.

To reach this audience, Instagram Reels will be used for two weeks, to remind teenagers that they are welcome to come visit again the Canary Islands archipelago.