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The Canary Islands’ new campaign is gorgeous and easy to share making its impact much more powerful than any standard campaign it could have created on its own.
The Spanish Canary Islands are one of the first destinations to tap into the talented pool of filmmakers on Vimeo to produce a video campaign more sophisticated and alluring than most that tourism boards pump out today.
Hundred of Vimeo videos highlight the beauty of destinations without connecting viewers to the final location. Canary Island’s tourism board Turismo de Canarias tapped into that talent by inviting seven popular Vimeo users to spend seven days on each of its seven islands.
The filmmakers were given creative freedom to shoot the islands as they pleased and then asked to share the film on their personal social networks.
The project was designed by Spanish creative agency Veintiocho y Medio and funded by the Canary Island tourism board. The entire process took less than a year from concept to presentation.
Part of the tourism board’s goal was to show a side of the islands outside of the beaches that most tourists associate the islands with.
The final project not only shows a different side of the sun-soaked destinations, but also highlights the differences between each of the seven islands.
This is a technique that other destinations would be wise to copy. And based on interviews with the filmmakers, it is a project that many are eager to do.
“This project is a good project because we have creative freedom. We can do what we want and that’s something that you don’t usually have. It’s not always like this,” says Nicolas Libersalle who worked on the Lanzarote film.
Any tourism board can search through Vimeo users and invite them to film their destination in a new and creative way.
“A lot of companies call me because of Vimeo,” says filmmaker Andro Kajzer. “And they want to get me involved in whatever they’re working on.”
Below is a teaser for the series and the seven final videos. The videos and interviews with the filmmakers can also be viewed on Vimeo.