The Brief

Partner with Tripadvisor to own summer and guide users on how to spend their time off, focusing on four key pillars - food, music, sports, and beaches.

The Solution

A robust campaign that inspired users to make the most of their time off and infuse life back into the brand’s ‘La Vida Más Fina’ philosophy. It started with a Tripadvisor-led research study to investigate why Americans have a hard time taking time off. A first to market execution, we then used those findings to guide our custom content. Branded Articles & Trips highlighted the four key pillars which lived on Corona’s Summer is Calling Branded Hub. An interactive quiz helped users determine which pillar would help them live their finest life this summer. We amplified through influencers which showcased commitment to Corona’s Protect Our Beaches initiative. Other elements included The Traveler’s Choice Best of Beaches Sponsorship & Sweepstakes promotion to increase reach and engagement among existing and new multicultural audiences.