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The challenge

The Grand Canaria Tourist Board  sought to boost brand awareness and consideration across eight European markets (UK, Ireland, Sweden, Belgium, France, Netherlands, Italy, and Finland) in the busy November/December period.

The challenge was to create impact and consistency across diverse markets with limited time and availability.

The solution

We recommended a tailored approach for each market, leveraging both dynamic DOOH and impactful static OOH formats.

• In dynamic DOOH-enabled markets, we displayed time- and weather-sensitive messaging to engage the audience.
• In markets without dynamic DOOH, we used high-impact formats like full bus wraps, tram wraps, and street-level digital displays.

This strategy ensured maximum reach and relevance in every location.

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The results

The campaign delivered significant brand visibility across key cities, with a strong presence in high-traffic areas:

• Total impressions: 26,868,511
• Average reach: 42.8%
• High-impact formats: Digital transit, street-level DCLPs, and full-wrap vehicles captured attention and engagement.

Through creative use of diverse formats, the campaign effectively increased awareness for the Canary Islands during the winter season.

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