Strategy for the present and future of Circular Hostelry in Spain
Ecovares event for Ecovidrio
THE BRIEF
Ecovidrio, the non-profit organization responsible of the management of glass container recycling in Spain, presented EcoVares, a strategy to promote the selective collection of glass containers in the HORECA sector
Objectives
To achieve maximum impact for EcoVares, while positioning Ecovidrio as an entity committed to the HORECA sector and as one of the major allies for the Spanish hostelry industry in its transition towards a real circular economy.
The strategy
To hold a dynamic event, featuring an ambassador and opting for a format that perfectly reflects the essence of EcoVares and links Ecovidrio with the HORECA sector, while allowing us to increase the attractiveness of the event for the media.
The solution
To maximize the media impact, we aimed to give the presentation event a distinct personality that would perfectly embody the essence of EcoVares. We achieved this by carefully selecting the location, choosing a well-known brand ambassador like Lidia Torrent, who has a strong presence in the lifestyle industry, and designing the event format to showcase the significance of the Spanish hospitality industry and the strong connection between Ecovidrio and the HORECA sector.
SUCCESS IN THE DATA
"Developing events with a more dynamic and different approach is key to achieve increased media impact and, at the same time, reinforce corporate positioning. In this way, we can make the most of the potential of an event to communicate more effectively and ensure that our messages reach our stakeholders more forcefully".
