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.

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

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.

On the other spectrum of the crisis, nature started to show signals of recovery from years of extensive tourism exploration, so we wanted to send an invitation for consumers to comeback carefully, taking care of our most important asset: Planet Earth”.

We created REDISCOVER PARADISE to highlight the commitment that Corona has with eco-tourist industry. We developed a global e-commerce platform to promote lodges and hotels that were going through this tough moment.

The platform was called REDISCOVER PARADISE, there 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.

Our first stpe was to mapped carefully the data trend and associations between our brand and the virus, and whenever the conversation slowed down, and consumers were prepared launched the campaign.

Then we work in a relevant insight: Incentivize consumers to rediscover our natural paradises whenever possible, helping to support the travel industry WHILE protecting a “healing” nature.

The audience is made up of the owners of the lodgings, linked to the different localities and communities of which they are a part and on the other hand the people who want to travel again and reconnect with nature:

men and women, LDA to 35 years old. Many need to get out of confinement to disconnect and to reenergize being outside.

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

Through the campaign, we seek to connect with much more than the destination, we seek to tell those stories that exist behind each lodging, and for that we created 6 documentaries in which we tell the story of the people behind each one.

The campaign had a TV commercial, adding the brand's digital platforms, e-commerce platform, communication at the point of sale, PR and social media.

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.