According to the United Nations European beaches receive four tons of waste per sq kilometer each year. 80% come from domestic disposals. Corona 'Save The Beach', a pioneer Corporate Responsibility platform wants to stop this trend by raising awareness within the European citizens and working for restoring at least one endangered beach per year. To carry out this environmental program Corona Extra has created www.coronasavethebeach.org, an online community that gives voice to all Europeans, that are invited to report and vote for the most endangered beaches found in Europe in order to decide which beach should be recovered each year. Corona Extra, through the 'Save The Beac' platform has developed notorious events, press conferences and grass-root activities involving eco-concerned celebrities all over Europe. The most relevant event has been the Corona Save The Beach Hotel, the first hotel in the world made of rubbish built by HA Schult, the greatest eco artist on earth. In only 7 months the project has achieved over 2.500 press clips in most influential worldwide media; up to 180 countries of the 5 continents achieving 791.407.670 OTS.International eco top models Helena Christensen and Eugenia Silva spent one night and gave voice to the project.

All the work led to a shocking event: the garbage hotel, made of close to 12 tons of garbage collected from European beaches and placed in Rome and Madrid, coinciding with two important communication moments: the World Environmental Day (June 2010) and Fitur, the most important tourism trade fair in the planet.

Media was tremendously open minded to talk about our hotel because we found the perfect moment to execute the event.The hotel was opened in each city after one week and we gave the chance to both press reporters and consumers to sleep in the hotel for one night.

Only the Corona Save The Beach Hotel has achieved a total amount of 2,500 press clips in 180 countries throughout the 5 continents. TV´s around the world broadcasted more than 30 hours to speak about the Hotel and its main messages. We have reached 80,000 fans on our Facebook page and among those 50 chosen citizens slept in the hotel. Apart from that, we reached 791.407.670 OTS (opportunities to see) and the PR campaign has generated more than €25 millions in publicity.