Challenging Perceptions

Four was tasked with repositioning Tenerife in the UK market. While awareness was high, perceptions were weighted towards mass-market beach tourism.

Our role was to help reframe the island as a premium, multi-faceted destination. The approach focused on earned credibility through trusted editorial voices, respected brands and first-hand experiences.

We delivered an earned-first consumer campaign led by a flagship Telegraph partnership, supported by premium influencer programmes, national media activity and a brand collaboration with Red Bull. A nationwide trade campaign educated agents and built momentum towards a large-scale fam trip.

The programme delivered strong editorial presence, increased trade engagement and improved consideration among higher-value audiences. It helped reposition Tenerife around luxury, gastronomy, nature and sport, supported by evergreen content used across consumer, trade and partner channels.