Corona Extra is a brand that owes too much to the beach and wants to give back.We were asked to raise awareness about the problem of beach pollution and to get people involved.Our goal was to give a very graphic example to all European citizens of how our vacations would be in the future if we do not react. To do so we needed to work closely with main media worldwide and we designed a strategy that could shake any citizen, no matter social class, age or religion.

The Corona Save The Beach Hotel has achieved a total amount of 2,500 press clips in 180 countries in all 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 from 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. Corona was mentioned 96% of times.

Our first task was the construction of the word’s first garbage hotel. The hotel, with 5 double rooms, was made with close to 12 tons of garbage collected from several European beaches and designed by HA Shult, the most famous environmental artist in the world. The hotel was first put up in June 2010 in Rome, and then placed in the heart of Madrid, in January 2011.We also advertised the opening of the hotel in the press and on the radio and reached 80,000 fans on our Facebook page, and from those 50 chosen citizens slept in it.

The action, because of its fame and widespread coverage, reinforced the brands environmental consciousness in consumers minds and its connection with beaches and open spaces. Consumers didn’t just receive the message, they could also experience something shocking and unforgettable. What’s more, the message reached millions of people on all continents.