Janet©

The Canarian Government's Minister of Tourism, Rita Martín, has presented "Islas Canarias", the new promotional image, saying that it represents a new stage on the way to consolidating the archipelago as the main destination in international tourism.

The new logo, "Islas Canarias", with a drawing of an orange flower that looks like a sunburst, cost €10.945.000 in the initial campaign which was launched in Fuerteventura yesterday to coincide with International Tourism Day.

Throughout September, October and November, "Islas Canarias" will be promoted on TV, in the press, in journals, and adverts in the main European cities.

"Changing the brand", declared Rita Martín, "is more than changing a logo, it is a road opening for us which reflects a new geographic identity for the Canary Islands".

Henceforth, the Canaries will be known as Islas Canarias ... funny, I thought they already were.

Sorry, but I think they need more right now than a new name that's not new and an orange flower that a child could have drawn ... and probably did. Nearly 11 million Euros for this?

Canarias24Horas (which has a photo of the illustrious in front of said flower).

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pelinor

Janet I think you are being a bit nieave for someone who has lived here so long. Remember 10,000,000 for 'political expenses' (new cars new houses gifts for the family and that Russian bank account needs money as well) 1.000.000 for the work........ if that!!!!!!!!!!!!!!!!!

Hopper

Does the figure of €10.945.000 not include the media campaign as well as the logo?

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pelinor

My son just did the full sound track for a 30 min TV program for TVE. he composed the music, played the instruments and mixed the sound. As well as recording the interviews and all incidental sound. It was aired on prime time TV twice. Pay 800 euro. The camera man got just a bit more. So the only other person in the company must have got millions?....don't think so.

Hopper

Sorry Pelinor, When I say the campaign I also mean the cost of the airtime, the cost of the journals and the cost of advertising throughout the major European Capital Cities.

How much does an ad on ITV cost? How much does ads in the Sunday Magazines cost? How much do billboard ads in Capital Cities cost?

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'How inappropriate to call this planet EARTH when clearly it is PLANET OCEAN' - Arthur C Clarke

pelinor

Sorry as well Hooper I must have come across a bit hard. just a sore point with me. Lots of money in entertainment and the TV, except for the people who make it possible. Some poor sod will be making the advert or designing the billboard and getting paid peanuts........ but hay thats Spain, corrupt!

P.S. good choice of song brought tears to my eyes

Briz

Unfortunately 10million seems to be the accepted norm for corporate rebranding (BP and BT both paid more than this)

Briz

It's the same in the UK for technical staff (tech ops) in tv and radio

Janet©

Yes it does, it's true ... but I watch Spanish TV every day and haven't seen an ad in this "campaign" once yet!
I wouldn't object so much if it was a genuine rebranding, but it isn't. The islands are called Islas Canarias, no more no less, and I don't see that this will give a new image at all.

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Janet Anscombe Associates
The Tenerife Experts
for anyone living in or moving to Tenerife
Visit our website www.janetanscombe.com

missmerc

Another pathetic wishy washy design. If the powers that be think it is so great they should have it tatooed on their *******. Jobs for the boys comes to my mind yet again!