Corona aims to become the brand of choice for nature travel through a new global campaign, in collaboration with Tripadvisor.

The creative behind the “Most Wonderful Letter” campaign draws on the good experiences of real travellers to persuade people to spend more time outside.

“Our partnership with Tripadvisor is focused on helping people disconnect from their daily routines, inspiring them to spend more time in nature and highlighting the best places to enjoy the sunset,” Clarissa Pantoja, VP of Corona Global, tells strategy.

As part of their partnership, Corona and Tripadvisor have launched a platform that allows users to find information about different destinations in one place. The Corona Global Hub, which is already available in several countries including Canada, features travel guides, itineraries, discounts, first-hand opinions from travelers and reviews of different destinations. Users can also book travel packages to the Corona Sunsets Festival World Tour, which is a series of immersive festivals, aimed for guests to enjoy the sunset.

Corona and Tripadvisor also plan to launch a hub focused on local travel in Canada on May 1, as well as in South Africa and several South American countries. The regional hubs, according to Corona, will play an important role, as they will feature regional itineraries designed by travel creators and influencers “to encourage the discovery of local hidden gems.”

Pantoja says the partnership with Tripadvisor would allow the beer brand to reach a global community that likes to travel regularly. However, the campaign’s target audience extends beyond travelers: it’s all people of legal drinking age who want to spend time in nature, she says.

According to her, celebrating the natural world is part of the brand’s DNA, so partnering with Tripadvisor was a natural step. “Our partnership with Tripadvisor is a tangible way for people to experience our brand purpose,” she says, adding that the agreement builds on the brand’s global attempts to offer new options for people to disconnect from their daily routines. A recent example of this, Pantoja says, is the Corona Island, a plastic-free destination the company opened in Colombia in 2022.

The campaign’s creative also includes a link to the Global Hub, which directs users to learn more about the partnership and redeem a discount for future travel.

The media plan includes print, digital and OOH advertising, as well as collaborations with influencers.  David Agency handles creative while Starcom Canada is in charge of media buying.