The White Night of La Laguna in 2021 will be held from the 27th of this month to the 4th of December. This was stated yesterday by the Councilor for Commerce of the City Council, María José Roca, who had already advanced in recent weeks that the White Night would extend this year beyond one day and the helmet, but that it would continue to be marked by the current pandemic situation .
The mayor announced these dates within the framework of the presentation of the new brand La Laguna de Colores (acronym for “responsible local commerce”), and which will cover the White Night, as well as the recently announced Trade Bonds, which already have 333 registered companies, and whose term remains open until tomorrow.
With this new brand, they want to turn La Laguna into the benchmark space for shopping in Tenerife, both for residents, tourists and visitors. The mission of this new image will be to position La Laguna and its neighborhoods as a differentiated and diverse commercial space, in which authenticity and tradition, proximity and commitment to the environment coexist, as well as innovation, openness to the visitor and sustainability in all its meanings, social, environmental and economic.
Along with María José Roca, the general director of Commerce and Consumption of the Government of the Canary Islands, David Mille Pomposo, and the creative director of Minima Compañía de Comunicación Visual, María Castañeda Rudersdorf, the company responsible for the new image, were also at the presentation.
The councilor stressed that “commerce is a key economic activity in La Laguna, which represents approximately a third of the companies present in the municipality and employs tens of thousands of people.”
The area has drawn up a Strategic Plan for Commerce, “which includes this new brand, for which we have carried out an exhaustive diagnosis of the current situation in the sector and which, finally, is specified in 6 strategic axes”, he explained Rock.
For his part, David Mille Pomposo valued that this initiative of La Laguna “is very positive, since it can be extended beyond the municipal scope and, in addition, it allows an interrelation between numerous sectors and the link with tourism and leisure”. The lagoon project has a grant from the Canary Islands Government of 175,000 euros.
For several months, they have been working on the creation of this lagoon identity, by defining the goals, values and message that it must transmit and the analysis and diagnosis of the current reality.
The brand will be deployed through different media, which include social networks, its own website, promotional video, posters, brochures and labels for establishments.
La Laguna’s Strategic Trade Plan combines short-term measures, designed to mitigate the immediate effects of the socio-economic crisis associated with the pandemic; and in the long term, aimed at a reactivation of the sector that lays the foundations for its consolidation and increases its resilience. The first include, mainly, actions to revitalize the commercial areas of the municipality in order to attract demand, as well as aid and subsidies to give liquidity to businesses that allow them to overcome the drop in sales.
