Promoting Lanzarote in winter 2021
Lanzarote reached out to Sunweb Group to promote the destination during winter in a joint advertising campaign.
To create awareness for the Lanzarote as a sun destination during winter by an integrated campaign.
Sunweb’s strategy for winter 21 consisted of a two-stage rocket.
With a general umbrella campaign, on an awareness layer, we wanted to offer the holidaymaker the possibilities for an escape in the winter, both for the ski fanatics and the sun worshippers.
The thinking behind
At Sunweb we believe that everyone deserves a holiday. Whenever you need it. And whatever holiday you need. The customer decides which holiday he/she likes. A snow holiday or a sun holiday. We don’t decide, the customer decides. It is their choice
In a second layer, ‘The sun whenever you need it’, we wanted to make clear that you can always choose a sunny destination, even in winter. Next to that we wanted to bring Lanzarote in the consideration set of the sun lovers. To get in that set, you first need a story and next to that an effective media campaign where you reach the target group at least 3 times during the campaign period.
If the briefing of a partner fits the strategy that you are going to roll out, you see that 1 plus 1 quickly becomes 3.
We integrated Lanzarote as a focus destination within the second layer of our campaign. As a focus destination you’re in the lead. You’re included in the offline and online media campaigns.
On top of that we developed a Lanzarote theme week on our socials with derivatives on our blog and newsletters.
For this campaign, we used radio, social media, blog and newsletters.