The world's first garbage Hotel, the Save the Beach Hotel, opened its doors in Madrid.

The goal: To announce its opening and raise awareness on the deplorable state of European beaches.Idea: In January of 2011 we published a press ad and broadcasted a radio spot inviting people to spend a night in a unique design hotel for nothing.What the audience didn’t know is that the hotel was made entirely of trash to raise awareness on the state of European beaches.

Hundreds of real phone calls were received, and we created three radio spots with them.

Our first task was the construction of the word’s first garbage hotel. The hotel, with 5 double rooms, was made with close to 12 tons of garbage collected from several European beaches and designed by HA Shult, the most famous environmental artist in the world. The hotel was first put up in June 2010 in Rome, and then placed in the heart of Madrid, in January 2011.We also advertised the opening of the hotel in the press and on the radio and reached 80,000 fans on our Facebook page, and from those 50 chosen citizens slept in it.

The Corona Save The Beach Hotel has achieved a total amount of 2,500 press clips in 180 countries in all continents. TV´s around the world broadcasted more than 30 hours to speak about the Hotel and its main messages. We have reached 80,000 fans on our Facebook page and from those 50 chosen citizens slept in the hotel. Apart from that, we reached 791,407,670 OTS (opportunities to see) and the PR campaign has generated more than €25 millions in publicity. Corona was mentioned 96% of times.