We started with a very real insight: the flying experience has become a moment loaded with stress, discomfort, and nerves. This common problem of many travelers made it very easy for us to talk about the attributes that differentiate Binter from other airlines. And that's what we did. In a very didactic way, we wanted to compare the flying experience in another airline with flying in Binter, an experience as hospitable as being in the Canary Islands. Therefore, under the concept 'Turn Canary Mode On', we teach the people of Madrid that from the moment they step on this airline, they will feel like they are in the islands."