We address a real problem around the world guided by a global strategy that would allow us to be the brand most associated with and committed to the tourism sector, a key sector for brand positioning. It was the same that allowed us to understand that the best way to do it was to develop the first online platform that allows us to nuclear and give visibility to all the ecolodges.

2020 was a very tough year for everyone.

After 6 months, some businesses started to find a way to survive, but this was impossible for the tourism industry.

From Corona, we have always encouraged people to enjoy the outdoors. And, at a time when it was impossible to travel and do so, we helped those who always worry about looking after those idyllic locations.

The main objective was to be the brand that supports the industry that invites you to live life in the wilderness: eco-tourism.

Corona believes that the best side of ourselves shows up outside, when we are able to connect with our essential nature. But how was possible to connect our consumers with nature and keep our brand purpose alive in a world that was ruled by social distance?

It presented a big risk for one the best ways that people reconnect with nature: Traveling.

When COVID upended the world in early 2020, no one could have foreseen its impact. But of all sectors affected, none was more devastated than the tourism industry with revenue loses of more than 39%. Suddenly, the world's paradises and vacation hot spots were empty, with their hospitality ecosystems on the brink of extinction.

Our first step to move forward with the idea was to do a global survey of several weeks in which we monitored the sentiment of people in relation to the brand and the virus.

On the other hand, in order to collaborate with the tourism sector, we did dozens of interviews with the owners of all the ecolodges to understand what was the best way to accompany and contribute to them.

This was what allowed us to address the insight and identify the role of the brand:

We always encourage people to travel for them to connect with the landscapes. But with everything that happened in 2020, this time it was more important to connect with the people that gave life to those places.

The audience is made up of the owners of the lodgings and the people who want to travel again and reconnect with nature

Corona found a way to adapt to the “New Normal” making disconnection possible for consumers while supporting travel industry: REDISCOVER PARADISE.

A platform in which Corona pre-booked thousands of nights in hotels all over the globe and used them to incentivize consumers to do the same. When buying Corona in off-trade and online retail, consumers could win free nights to enjoy in their local paradises while protecting them, by returning to the most sustainable eco-hotels across the globe.

Also, Corona expanded the business beyond product, creating the first global online travel agency focused on supporting ecotourism. On this platform, consumers could learn about local spots and book nights in the most relevant eco-hotels in their countries.

To communicate this initiative, we create a creative campaign where we made a series of documentaries which allowed everyone on the planet to connect with the people

The results that we achieved were:

>> Over 1,000 Eco-Resorts supported to survive the worst crisis in their industry.

>> More that 1.5 million consumers across the globe visited our on line travel agency to support or know more about their local paradise.

>> Drove a global conversation with more than 2.2 billion earned media impressions, the 2nd biggest in Corona history with more than US$1.6 million in Free press.

>> None of the hotels had to close their doors and survived the greatest crisis in the history of tourism.

It is such a difficult context for the tourism industry, from Corona we decided to accompany and support in a real way all the lodgings that allow us to be close to nature, that was the main objective of all the action. For that, we not only reserved rooms in more than 1,000 lodgings but also created a platform in which we gave visibility to each one, we told their stories and invited people to participate for a stay.

Corona's responsibility is with nature, with those who preserve and enjoy it, and that we seek to do with REDISCOVER PARADISE.