The account will see the Castlefield based team using a mix of consumer magazines, national press supplements, travel sections and outdoor media to promote the Island group to the crucial UK market.

Just how crucial that market is was relayed by Elena Gonzalez, marketing director of the Canary Islands Tourist Board, who said: “The British market is fundamental for Canarias, with a 37.5% share.

“Due to this a high quality and well selected presence in media is imperative to guarantee that we capture the attention of the consumer, in an environment that is evermore competitive."

The activity centres on the diverse appeal of the islands that last year attracted some 9,530,039 foreign tourists, spoiling them with an annual average temperature of 22 degrees Celsius.

Mediaedge:cia Manchester is ostensibly continuing its turnaround since its flagship Morrisons account migrated to the London office, with the Canaries win following on the heels of the recently reported £6m Lil’lets and UK Car Group win.

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