“Balearic Islands, let’s take care of them together”: a campaign to rethink how we travel
The high season is here and, with it, millions of people come to the Balearic Islands wanting to enjoy the sun, the sea and the Mediterranean culture. But what happens when that enjoyment puts at risk what we precisely came for? That is the underlying question launched by the new campaign of the Tourism Strategy Agency of the Balearic Islands (AETIB): “Balearic Islands, let’s take care of them together”.
Since June 20, this initiative has been deployed in airports, maritime stations and social networks with a clear objective: to promote more conscious tourism, which respects the natural environment, neighborhood coexistence and local culture. Too ambitious? Maybe. But at a time when the debate about the islands’ tourism model is more alive than ever, the campaign does not arrive by chance.
Eight messages, one idea: respect
The campaign is not limited to a single slogan. In reality, it is built on eight key messages that touch on topics as diverse as they are urgent:
- Environmental care
- Responsible use of water
- Fight against the illegal offer of accommodation
- Sustainable mobility
- Respect for culture and heritage
- Consumption of local products
- Neighbors’ right to rest
- Avoid excesses to promote coexistence
Each of these pillars reflects very real challenges. Tourism, as we know it, has a huge impact. And although it brings wealth, it also leaves a mark: in the streets, in the natural resources, in the daily lives of those who live on the islands all year round.
Presence at key points and on your screen
The campaign focuses on entry points to the islands – airports and maritime stations – to launch its message just as the visitor experience begins. Through digital mupis, rotating advertisements in six languages and QR codes that lead to a page with practical advice, a direct and personal interaction is sought. The question is simple but uncomfortable: Are you responsible?
Starting in July, it is also reinforced in the digital environment: social networks, Google Ads and multilingual platforms. Because being sustainable also implies knowing how to communicate on all fronts.
A second campaign: “La raó ets tú”
In parallel, AETIB also promotes “The raó is you”, an action aimed especially at local citizens, located in terminal B of Palma airport. Its objective: to highlight the investments in sustainability that are being carried out thanks to the European funds of the Recovery Plan. Here, the message changes: it is not only about asking the visitor for responsibility, but about involving the community in the transformation of the tourism model.
