campaign to promote,
Tenerife.

Tenerife

Client: Tenerife Tourism Board
Campaign: The Pull of Tenerife
Publication: The Sun
Date: December 29, 2009

The Brief

The objective was to position Tenerife as a premium wellness and lifestyle destination, moving beyond its traditional image as a budget holiday hotspot. The campaign aimed to highlight high-end experiences—such as spa retreats, luxury accommodation, and holistic wellbeing—to attract a more affluent and experience-driven audience.

The Approach

The strategy focused on securing high-impact editorial coverage within a leading national publication, using a storytelling-led feature rather than traditional advertising.

Matthew worked to:

• Identify the right media outlet with strong travel readership and aspirational positioning

• Shape the narrative around personal transformation and wellness (“the pull”) to emotionally engage readers

• Integrate key experiences (spa treatments, luxury stays, scenic landscapes) into an authentic travel story

• Ensure strong visual appeal through curated imagery that reinforced the premium positioning

The Coverage

The campaign resulted in a prominent full-page (or multi-section) feature titled “The Pull of Tenerife”, showcasing:

• A first-hand travel experience narrative

• High-quality imagery of spa treatments, landscapes, and local culture

• Clear call-to-action elements promoting Tenerife as a wellness destination

• Inclusion of travel details and booking information to drive conversion

The placement delivered both editorial credibility and strong visual impact, elevating Tenerife’s brand perception.

The Results

• Secured high-value national press coverage with significant readership reach

• Strengthened Tenerife’s positioning as a luxury and wellness destination

• Increased awareness among a higher-spending demographic

• Delivered long-term brand value through trusted editorial endorsement