To celebrate the week of World Oceans Day (June 8), Corona partnered with environmental group Parley for the Oceans to encourage people to “pay with plastic” in exchange for a beer. In select countries, the beer maker accepted plastic waste in exchange for beer at retailers and bars. The brand also created a limited-edition can made of upcycled material and pledged to clean up one square meter of beach for every six-pack sold.
Why should you care?
More than ever, consumers are becoming conscious about the materials they are buying and the environmental impact of the goods they use. This has led to the rise of purpose-driven marketing. Brands are appealing to their audiences and connecting with consumers who share similar values.
Many hotels are already actively trying to do their part for the environment by offering eco-friendly toiletries, investing in energy-saving appliances and lighting, and encouraging guests to take actions to help lessen their footprint. However, many hotels do not highlight these types of efforts in their marketing or promotions. Beachfront hotels can utilize purpose-driven marketing by taking a cue from Corona and accepting plastic or trash collected on the beach in exchange for a discount or free drink at the bar. By calling this out in their marketing, hotel brands can set themselves apart and gain the admiration of potential guests.
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Interview with Felix Laboy, Executive Chairman of NextGuest, on the Impact of COVID-19 on the Hospitality Industry
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