Corona’s J-Bay Escape Route Campaign
The World Surf League (WSL) Corona Open J-Bay wrapped up last week with Brazil’s Filipe Toledo walking away with the crown, and deservedly so. He beat CT rookie Frederico Morais (PRT) in the final heat. J-Bay, stop No. 6 of 11 on the 2017 Championship Tour, was graced with flawless conditions, resulting in barrier-breaking performances by the world’s best surfers, eight perfect 10-point rides and no shortage of drama.
Besides the world-class surfing, shark sightings, and enough twists and turns (in and out of the water), to keep even the most jaded spectator enthralled, Corona ran their Escape Route campaign to entrench their first year of being title sponsors, and it was a massive success.
Corona partnered with four budding influencers, stylist Boogy, lifestyle blogger Twiggy, photographer Paris Bueller and Athlete Matt Bromley. As part of their #ThisIsLiving mantra the four influencers were taken out of their comfort zones for a #CoronaEscapeRoute adventure of a lifetime.
The journey kicked-off with a surf lesson in the infamous J-Bay surf, following which, these influencers were taken to a local beach clean-up to get more information about Corona’s Clean Waves global initiative. This initiative aims to clean up around 22,000 tonnes of plastic that ends up in the oceans. This is a joint and ongoing initiative that Corona runs with Parley, and more information about the programme is available here: http://www.parley.tv/ocean-plastic-program/.
“It was imperateive for us to expose our influencers to the Clean Waves initiative, which is part of the long-term ‘Corona x Parley for the Oceans’ programme, which was announced in May 2017. The partnership kicked off with a commitment to protect 100 islands around the world against marine plastic pollution by 2020. As part of this joint mission, Corona is also implementing a plastic conscious philosophy across all aspects of the brand by adopting the Parley AIR Strategy, which includes reducing the use of plastic at all brand activations and events,” commented Yithi Zulu, Ab In-Bev Marketing Manager for Corona SA.
“It was an honor to have been selected to be part of the Corona Escape Route Campaign. It was a learning experience and an eye opener to witness what Corona is doing to restore our beautiful oceans with the Corona x Parley. My favourite part was definitely getting more insights into the surfing culture and getting to learn to surf myself,” says Blogger and Influencer Twiggy.
The Corona J-Bay was the first WSL event to integrate the Parley AIR Strategy.
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