Turismo de Canarias is back again for the eighth consecutive year to celebrate Earth Day, which falls on April 22nd, with a video that pays homage to the natural sounds of the eight islands. This audiovisual piece, with a melody created by the talented musician from Lanzarote, Samuel Aguilar, aims to raise awareness about the need to care for the environment and reach out to 5.4 million Europeans via Facebook, Instagram, YouTube, and digital media channels.
The music composition captures the sound of the sea, with waves crashing against rocks or gently caressing the sand, the chirping of birds as a reference to wildlife, the whisper of leaves rustling in the trade winds, linked to relaxation, and the crunch of footsteps on volcanic soil.
The video culminates with the Gomera whistle, with a woman whistling “Happy Earth Day,” as detailed by the Tourism Council in a statement.
To pique the interest and curiosity of internet users, short “stories” in the form of small teasers revealing some of the natural sounds that will appear in the final piece will be released in the days leading up to April 22nd.
In order to achieve greater success in communicating this initiative, Turismo de Canarias has segmented the target audience to ensure that the content reaches internet users who are interested in nature tourism and prioritize discovering the landscapes of the destinations they visit.
This action has an investment of 159,000 euros, co-financed with European Feder funds, which has been used to produce the video and media plan that will allow it to be disseminated in nine markets: English, German, French, Spanish, Swedish, Italian, Dutch, Irish, and Norwegian.
The composer of the music, Samuel Aguilar, has taught classes at the Superior Conservatory of Music of the Canary Islands, as well as given lectures and workshops related to various aspects of music in different parts of the Canary geography.
His works have been premiered in thirty countries, including the United States, Germany, Argentina, Australia, Brazil, Malaysia, Sweden, and Vietnam.
Aguilar has composed ambient music for various public and private spaces, as well as the original music for documentaries, advertising, short films, feature films, audiovisual installations, and opera, theater, and dance performances.
Among his latest projects, Aguilar stands out for his music for the award-winning dance show ‘Entomo’, premiered at the Gran Teatro de La Habana, for the play ‘Crimen’, premiered at the TEA Tenerife Arts Space, or the sound installation ‘El Rincón de los Secretos’, presented at the Atlantic Center for Modern Art (CAAM).
The melody of the “reel” will be available in the Instagram audio library so that other users can use it as background music for their videos. This is the first time that the Islands Canarias brand has composed its own melody for one of its “reels” that can also be viralized.
To spark interest and curiosity among internet users, short “stories” revealing some of the natural sounds that will appear in the final piece will be released in the days leading up to April 22nd, directing users to a dedicated “landing” page.
Turismo de Canarias has segmented the target audience to ensure that the content reaches internet users interested in nature tourism and prioritize discovering the landscapes of the destinations they visit. With an investment of 159,000 euros, co-financed with European Feder funds, the initiative is set to make a significant impact in reaching out to 5.4 million Europeans across nine markets.
Through the harmonious blend of music and nature, this initiative aims to inspire a greater appreciation for the environment and a sense of responsibility to care for it.
