Tenerife Tourism has launched “Explorer Gene”, a campaign designed by LLYC that proposes identifying people with a genetic predisposition to exploration, associated with the DRD4-7R gene, to turn them into Official Testers of the destination. The initiative proposes an unusual approach in the tourism sector: transferring testing and validation to the travel experience, placing the visitor as an active part in the construction of the island’s story.
Through a saliva test, available online and in a traveling laboratory, participants can discover if they have this trait and choose to travel to Tenerife with all expenses covered. There they will participate in the design of the “Gen Explorer Route”, a proposal that seeks to articulate the diversity of the destination (nature, sports, gastronomy and culture) from an experiential perspective. In addition, those selected will maintain an ongoing relationship with the destination for three years, accessing new activities and reinforcing a prescription model based on how the trip is experienced, and not only on influence.
The campaign materializes in the “Gen Explorer Lab”, a traveling laboratory that will tour cities in Spain and Portugal, transferring the creative concept to the physical and participatory level. The action connects with a broader repositioning strategy, which seeks to distance Tenerife from the traditional binomial of sun and beach and reinforce its character as a diverse destination.
“In Tenerife we believe that we all have an explorer inside us, but this initiative adds a fascinating scientific component”explained Dimple Melwani, CEO of Tenerife Tourism. “By collaborating with these born explorers, we seek to define the experiences that best represent us as a destination, with a more curious, conscious and connected view of the environment.”
Beyond activation, the campaign introduces a strategic approach oriented to what the destination calls “dual communication”. In a context in which 84% of travelers use artificial intelligence tools to plan their trips, Tenerife Tourism has designed content to impact both human audiences and algorithmic systems.
This approach involves developing pieces that generate notoriety and conversation, but also optimize the way in which the destination is interpreted in search and recommendation environments. The campaign thus seeks to consolidate a clear positioning around the concept of exploration, articulating a coherent narrative in media, digital platforms and AI systems.
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