Awaken your inner explorer. Dual Marketing for Turismo de Tenerife

The management of tourist destinations in today’s environment requires a vision that transcends conventional promotion. In a scenario where algorithms condition visibility as much as human desire, the challenge for Turismo de Tenerife was to diversify its positioning and reclaim sovereignty over its narrative against new digital recommendation agents.
 

The challenge: overcoming algorithmic bias

 
Despite having one of the richest experience offerings in the world, KPI analysis revealed a strategic gap in the conversational ecosystem. Only 0.16% of responses generated by Artificial Intelligence models in generic searches cited official brand content. For machines, Tenerife remained exclusively a “sun and beach” destination, making its value invisible in key categories such as gastronomy, culture, or sports.
 

The strategy: Dual Marketing

 
To reverse this trend, we developed a Dual Marketing strategy, designed to simultaneously impact the two great prescribers of our era: human biology and the algorithm.

1. DNA-based activation: Starting from the scientific discovery of the explorer gene (DRD4-7R), present in 20% of the population, we launched a call to find carriers of this genetic variant. Through DNA tests and the traveling Gen Explorer Lab, we connected with the traveler’s primary instinct, transforming the tourist into a “Destination Tester.”
2. AI Optimization: In parallel, we implemented an Answer Engine Optimization (AEO) infrastructure. The project’s entire narrative was designed to be “AI-friendly,” ensuring that user-generated content and official information were indexed and recommended by LLMs as high-authority sources.

Coverage and activation: when the idea transcends the launch

 
The campaign was presented on April 21 in Madrid, the first city to become a traveling laboratory for the Explorer Gene test. The response was immediate: the tests sold out in less than 24 hours, demonstrating the idea’s capacity to activate the audience from the very first moment.

At the same time, the initiative achieved strong media amplification in its early days, with presence on major TV channels such as Telecinco (program Vamos a ver) and Telemadrid (program La Tarde), and coverage in mastheads like Expansión, El Mundo, or Hosteltur, as well as presence in digital media and radio such as Reason Why and Onda Cero.

But far from being a one-off milestone, the campaign is designed as a living system. On April 22, Malaga, specifically Plaza Félix Sáenz, was transformed into a new traveling laboratory. The tour will continue on April 28 in Bilbao and April 30 in Lisbon, expanding its geographical reach and reinforcing the continuous generation of data, content, and brand awareness.
 
 

 
 
This milestone reinforces our ability to manage highly complex technological and creative projects, consolidating a consultancy model that blends disruptive innovation with tangible business outcomes. The initiative has activated the interest of thousands of travelers and driven the digital evolution of one of the most competitive destinations in the world.

Enjoy the full campaign video:
 
 

 
Or access the campaign website: https://genexplorador.webtenerife.com