Corona wants to encourage Canadians to spend more time outside with a new 360-degree campaign, which it plans to launch in the coming months with Tripadvisor.
The “Most Wonderful Letter” campaign focuses on a new platform, Corona Global Hub, which Corona and Tripadvisor have already launched in several countries, including Canada. Aimed at people of legal drinking age, the hub is a digital ecosystem that features travel guides, itineraries, discounts, first-hand opinions from travelers and reviews of different destinations. The hub also allows users to book selected travel packages to the Corona Sunsets Festival World Tour 2024, a series of experiential festivals dedicated to nature, music, art and culture. The campaign will also highlight other local travel-focused hubs that Corona and Tripadvisor plan to launch next month in Canada, South Africa and several South American countries.
Both companies plan to support the campaign with print, digital and OOH advertising, as well as collaborations with influencers. Starcom Canada is handling media buying and David Agency is in charge of the creative globally.
“We want to show people the beauty of nature around them whether they want to stay local in their city or book a getaway…This hub allows people of legal drinking age to have this information all in one place,” Clarissa Pantoja, VP of Corona Global, tells MiC.
According to Pantoja, Tripadvisor gives Corona a broader demographic reach, as the platform’s users may be attracted to the new hub. “Leveraging Tripadvisor’s global community of hundreds of millions of people, the digital hubs are enabling us to reach that audience who haven’t yet traveled into nature but want to give it a try and those who are looking for a quick getaway from routine.”
The partnership with Tripadvisor comes at a time when people want to spend more time outdoors, says Pantoja, who adds that a recent Corona and Maru/Hub study revealed that people want to get outdoors more than ever, with 94% saying they want to spend more time in nature.
The association also follows an agreement Corona signed earlier this year with Tripadvisor to launch two categories in the company’s annual Best of the Best Awards: Best of the Best Nature Destinations and Best of the Best Sustainable Destinations.
