El video del Día de la Tierra con majestuosas imágenes de la naturaleza canaria fue visionado por más de 750.000 europeos

La pieza audiovisual consiguió un grado de interacción mayor que el habitual por parte de los usuarios de las redes sociales de la marca Islas Canarias.


Con motivo de la celebración del Día de la Tierra el pasado domingo 22 de abril, Promotur Turismo de Canarias, entidad dependiente de la Consejería de Turismo, Cultura y Deportes del Gobierno de Canarias, elaboró una pieza audiovisual con impactantes imágenes de los paisajes de las islas. El objetivo de esta acción era que la marca Islas Canarias quede asociada a lugares únicos en el planeta, donde la naturaleza es un regalo y en las que se puede disfrutar de paisajes insólitos y fascinantes.

El video fue difundido en las redes sociales de Turismo de Canarias, en las plataformas de Facebook, Instagram y Youtube durante 24 horas coincidiendo con este día. El engagement del video, es decir, el grado de compromiso con la marca medido en base a las interacciones que realizan los usuarios, fue muy alto. La suma de comentarios, me gusta y compartidos alcanzó el 3% en Facebook y el 4% en Instagram. Además, el 73% de los usuarios de Youtube lo visionaron hasta el final. Estos datos revelan que la pieza audiovisual ‘enganchó’ a los usuarios en un porcentaje mayor al habitual.

La pieza busca atraer a los turistas enmarcados en la categoría de espacios naturales, cuya principal motivación es la exploración y el descubrimiento, al mismo tiempo que quieren disfrutar de sus vacaciones en espacios de alto valor ecológico.

De este modo, aprovechando un día especial como el Día de la Tierra, donde las personas están predispuestas a recibir mensajes sobre la riqueza del planeta, Islas Canarias quiso mostrar sus asombrosos paisajes y sus contrastes, evidenciando que su biodiversidad las convierte en un lugar bendecido por la naturaleza.

El video se difundió en nueve idiomas: español, inglés, alemán, francés, italiano, noruego, sueco y neerlandés. A las impresionantes imágenes procedentes de los archivos de Promotur Turismo de Canarias, le acompañaban comentarios reales de los seguidores de Islas Canarias en redes sociales, haciendo uso del denominado User Generated Content (UGC), una estrategia de marketing digital que incorpora los contenidos creados por los propios usuarios. Los mercados a los que se dirigió la acción fueron España peninsular, Reino Unido, Irlanda, Alemania, Austria, Francia, Bélgica, Holanda, Italia, Noruega y Suecia. Se lanzaron más de dos millones de impresiones, de las cuales el 37%, más de 750.000, se convirtieron en reproducciones.

La riqueza natural de los siete destinos atrae al viajero que busca disfrutar de espacios naturales con numerosas opciones, desde la simple desconexión, la contemplación y la ruptura con el estrés, hasta la práctica de deportes como senderismo, bicicleta o yoga. Al mismo tiempo, permite conocer también la autenticidad de las islas a través de su gastronomía o su artesanía y cultura local.

 

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