Helping Americans discover a new island destination
Create a value proposition to draw American visitors to Tenerife and away from closer destinations, such as Mexico and the Caribbean.
Website design & development (Custom)
Social media strategy
Content strategy & development
Already a premier vacation destination for Europeans, Tenerife knew that in order to attract US tourists, they would need to present them with a distinctly American value proposition: the lure of an island paradise with adventure around every turn.
Tenerife’s “Adventure On” was a multi-channel brand marketing and public relations tourism campaign with touchpoints throughout the customer journey. The campaign was a success as the new website generated 15,000 sessions and captured 350 qualified leads. The updated PR strategy yielded front page placements on CNN and Yahoo! Travel and over 8,000 views on Carnival’s and Ritz Carlton’s travel vlogs. Most importantly, American plane ticket sales increased 8%. These achievements resulted in Tenerife being awarded a TripAdvisor Travelers' Choice Award.
Plane ticket sales from the United States increased 8%.
Traveler volume from North America grew 37%, year-over-year.
Search volume was the largest among all worldwide destinations, according to Trip Advisor.