Tenerife changes tourism destination marketing

‘100% Life’ motto will replace the previous ‘Enjoy it all’
The Spanish island of Tenerife has unveiled a new slogan and redesign of its traditional ‘X’ logo to accommodate the island’s new positioning, the Tenerife Tourism Corporation says.
The ‘100% Life’ motto will replace the previous ‘Enjoy it all’, together with a more rounded shape of the word Tenerife and an embossed X, which displays the shape of Mount Teide, one of the island’s natural gems.
‘Enjoy it all’, in use for over a decade, made reference to the wide array of possibilities available on the island, from white and volcanic sandy beaches to culture and adventure. But according to Carlos Alonso, president of the Tenerife government, the slogan and logo needed a makeover to reflect the specialisation of the brand in an ever-increasingly competitive market.
“This is not a brand revolution but a brand redesign so that specialisation and segmentation are reflected not only in the new positioning of the island but also in its visual identity,” he said.
TTG Nordic
[pictured: Puerto de la Cruz, Tenerife]