The Tenerife Tourism Corporation has launched an innovative online video marketing campaign to promote its new vision for the destination which focuses on nature and authentic experiences, dividing the island into Five Volcanic Territories. The campaign aims to engage with visitors through social media and other online channels by showing stunning video content about the destination. This latest initiative, carried out in association with the Canary Islands Tourist Board, is part of a wider joint marketing campaign with British Airways.

A short video showing Tenerife as “The Island of Hidden Volcanoes” and focusing on each of the five identified Volcanic Territories has been produced by leading online video production company, travelguru.tv, and uploaded on different online platforms including the Webtenerife and Travelguru YouTube channels. In addition, shorter edits have been produced for use on social media to drive traffic to the videos and help attract more visitors to the island (click here to view).

A recent report by Axonn Research* highlighted the general underuse of online content in the travel industry to drive sales. By investing on video content and video SEO as part of its online marketing strategy, the Tenerife Tourism Corporation expects to increase the destination’s online visibility.  Pia Louw, Travel Industry and Promotion Director at the Tenerife Tourism Corporation, explains: “We believe that good, creative video content is not only the best way of showing the many assets of our destination but, if used effectively online, it can be the best medium to drive web traffic and engage with a higher number of potential visitors to Tenerife.”

As well as the videos, a brochure with maps and more information about the five Volcanic Territories can be downloaded from www.webtenerife.co.uk.  Tenerife’s five Volcanic Territories are:

-  “The Old Territory” focuses on the northwest corner of Tenerife, a part of the Island created some seven million years ago and described as “an island within the island”.
-  “The Two Valleys” covers the area between Puerto de la Cruz and Puertito de Güímar, and is marked by the two great depressions which form the Orotava Valley and the Güímar Valley.
- The “Legendary Volcanoes” territory is intended to show the most important historical eruptions that have taken place on the Island, and includes the Teide National Park.
-  “A Land of Contrasts” allows visitors to get to know the most active volcanic area on the Island, home to the most recent eruptions, travelling from north to south.
- “Land of Light” focuses on the southern part of the Island, where the remains of great volcanic episodes can be seen.

*Axonn Research: “Sun, Sea and Content Marketing: Producing the Right Content for Travellers”

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Notes for Editors:

1. The Tenerife Tourism Corporation is a membership led independent body, supported by the public and private sectors, which markets Tenerife overseas as a tourist destination. A portfolio of five specific brands has been created: Golf, Nature, Select, Convention Bureau and Film Commission.

2. For general tourism information on Tenerife please visit: www.webtenerife.co.uk.

3. For media enquiries, please contact Cristina Cunchillos or Richard Hume at Hume Whitehead: cristina@humewhitehead.co.uk / 0771 049 0570; richard@humewhitehead.co.uk / 0845 498 9981.