Dive Brief:
- Corona, an Anheuser-Busch InBev global brand, has teamed with online travel company Tripadvisor to launch a co-branded digital travel hub, according to a press release.
- The Corona Global Hub offers Corona-curated travel guides and itineraries, first-hand traveler insights and reviews and discounts for those looking to plan their next trip. Users can also access Corona’s global festival series, the 2024 Corona Sunsets Festival World Tour.
- Additionally, a regional focus will include partnerships with travel creators and influencers and regional travel itineraries. The regional hubs will go live first in Chile before launching in South Africa, Colombia, Brazil, Canada and more.
Dive Insight:
Corona is putting an increased focus on nature through its international tie-up with Tripadvisor, a move that could help the brand stay front-of-mind for those looking to book their next adventure. It’s worth noting that the global collaboration is between Tripadvisor and AB InBev, which owns Corona internationally, while Constellation Brands holds the rights to the beer in the U.S.
Through the digital Corona Global Hub, consumers can access Corona-curated travel guides and itineraries along with traveler insights and more, including discounts, meant to inspire their next trip and find the best places to enjoy the sunset. Consumers in the hub can also access the 2024 Corona Sunsets Festival World Tour and book curated travel packages. Last year, the tour brought music, art and culinary experiences rooted in nature to over 50,000 people across five continents, per release details, which helps to explain the brand’s latest partnership.
“We want to help people become better travellers, and with around one in five Tripadvisor users prioritising nature and the outdoors on their holiday, this partnership with Corona is an exciting opportunity to showcase a host of global destinations, with first-hand traveller insight and experience, to get people excited about where to explore next,” said Christine Maguire, global vice president of sales and partnerships for Tripadvisor, in release details.
The tie-up will also include a regional focus meant to showcase the hidden gems of nature that are close to home. Regional itineraries will highlight those areas, along with the best spots to catch the sunset, and will be promoted with help from travel creators. Kicking things off, Corona launched The Wonderful Letter, an activation that will direct commuters to pause from their daily routines and explore the global hub. The activation, which is inspired by thousands of traveler reviews, will go live in Chile and other locations globally in the coming months.
The partnership with Tripadvisor could help Corona strengthen its ties to nature, which has long been a cornerstone of its advertising. For instance, the brand in 2022 unveiled an ecotourism experience on an island off the coast of Columbia. The island was said to be the world’s first single-use and plastic-free island with a Blue Verified designation from Oceanic Global.
