Corona's Newest Marketing Effort Brings Relaxation to the Busy City
Laura McQuarrie — August 14, 2015 — Marketing
References: corona & eventmagazine
As part of its 'Find Your Beach' campaign, Corona recently made the task extremely easy for east Londoners by installing a temporary urban beach at the Old Street Roundabout.
The temporary beach installation includes everything from palm trees and lounge chairs to sand, making it possible for people to kick back and unwind, even if only for a moment in this mock tropical oasis. Since it can be hard to find a moment to unwind or even find a serene spot in the heart of a city, this installation provides a calming retreat, especially for those who can't make it out to a real beach.
Although it's hard to beat the feeling of sitting on a beach (real or simulated), Corona hopes to encourage its fans to "find their beach" in unexpected places. Other efforts from this campaign include Corona launching its own music festival and taking over bars.
The temporary beach installation includes everything from palm trees and lounge chairs to sand, making it possible for people to kick back and unwind, even if only for a moment in this mock tropical oasis. Since it can be hard to find a moment to unwind or even find a serene spot in the heart of a city, this installation provides a calming retreat, especially for those who can't make it out to a real beach.
Although it's hard to beat the feeling of sitting on a beach (real or simulated), Corona hopes to encourage its fans to "find their beach" in unexpected places. Other efforts from this campaign include Corona launching its own music festival and taking over bars.
Trend Themes
1. Urban Installations - Brands can create a mood-changing experience by inserting installations that alter a city landscape.
2. Micro-getaways - Businesses can offer moments of escape within city zones by providing temporary, unexpected havens.
3. Branded Festivals - Brands creating their own festivals, with special access or unique experiences, could provide a fresh approach to marketing.
Industry Implications
1. Beverage - Companies can create immersive events and experiences that speak to their brand message and resonate with their audience to create brand loyalty.
2. Hospitality - Hotels and resorts can provide pop-up installations within their properties or host branded events that elevate a guest's experience.
3. Entertainment - Event organizers can execute pop-up events that offer attendees an immersive and engaging experience.
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