The Tenerife Tourism Corporation has unveiled a new slogan and the re-design of its traditional X logo to accommodate the island’s new ‘positioning’, based on product specialization.
The 100% Life motto will replace the previous Enjoy it all slogan.
According to Carlos Alonso, president of the Tenerife government, the slogan and logo needed a make-over to reflect the ‘specialization of the brand in an ever-increasing competitive market’.
‘100% Life,’ he says, ‘combines all the elements which make Tenerife a unique and differentiated destination: the island’s pleasant weather; the beauty and diversity of its natural landscapes; the friendliness of the islanders; and the dedication of all professionals who help visitors have an unforgettable experience on Tenerife.’
In 2014, Tenerife welcomed more than five million visitors, of whom more than 1.68 million were British.
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