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Canaries “in the Champions League” of brand recognition 

The tourist marketing strategy of the Canary Islands’ brand has won a new international award for its long-term effectiveness.

The award, a bronze, was presented in Brussels at the Euro Effie gala, granted by the associations of European communication agencies.

The Euro Effie awards recognise advertising strategies and actions of companies of all types of sectors. This year, only 17 brands from all over Europe were awarded. The Canary Islands brand already won, last year, the prize for the most innovative strategy in Spain awarded by the Association of Advertisers of Spain.

María Méndez, manager of Promotur Turismo de Canarias, said: “This award recognises the work done precisely in those that most concern us, the effectiveness of long-term promotional investment. Efficiency and continuity is precisely what we believe the Canary Islands brand needs to continue being an engine of the Canarian tourist model “.

In recent times, the presence of the Canary Islands brand, which accumulates more than 50 awards, is common in many of the contests dedicated to creativity and innovation in marketing and communication.

For Maria Méndez, these awards are shared with the entire Canarian tourism sector, “we are only their representatives and it should be a pride for all to see the Canary Islands brand along with the most important brands in Europe of all sectors, not just tourism. We are in the Champions League and we won the prize.”

The Euro-Effies awards are organised by the European Association of Communication Agencies (EACA), in partnership with Euronews and with the support of Google, the European Council of Publishers, WARC, Adforum.com, Procter & Gamble, Nielsen, Creativebrief and Viva Xpress Logistic. In this year’s edition, among all the Spanish brands that are candidates, only the Canary Islands were rewarded by a continuous action of marketing and communication that has been co-financed by 85 per cent by the European Regional Development Fund.