Canary Islands tomatoes are set to enjoy a two-week promotion in train stations across the UK from next week.
From Monday [November 20], a 30-second advert linking the islands’ tomatoes with its tourism will appear on Transvision - giant LED screens positioned in stations which show a 50:50 balance of both adverts and BBC news, sport and weather content.
It is the second year that the promotion, funded by the government and the island’s exporters, headed by associations Proexca, Fedex and Aceto, has been in place and will cost €120,000 to execute.
Building on its success last year, the campaign has extended its coverage to 17 screens in major city stations, including Glasgow Central and Birmingham New Street. And London stations will have a special focus, with new screens at Liverpool Street and London Bridge.
The advert will appear once every six minutes and is expected to reach an audience of 6.5 million individuals journeying by train over the campaign’s two-week period.
Launching the campaign, minister Pedro Rodriguez Zaragoza, from the Canary Islands’ government, pictured, said: “This is a small advertising campaign and we want to try and explain to the UK people that the Canary Islands tomato has arrived…I hope [the UK] can use the Canary Islands tomato as it has been doing for 126 years.”
Meanwhile, the Foods from Spain campaign for Canary Islands tomatoes is underway. The promotion began with advertising in the trade press, followed by posters and radio advertising in supermarkets throughout the month.
High temperatures in July and August affected some early trusses. But overall, volumes will be similar to last year.
