EcoVares
ECOVIDRIO

"EcoVares. Strategy for the present and future of Circular Hostelry in Spain"

Services
Relaciones públicas
Evento
Divisions
Life
Year
2023

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.

E-GAP FAST imagen 2

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 increase the media impact, we sought to give the presentation event a personality of its own, which would perfectly capture the essence of EcoVares.

  • Location: The event took place in a bar, reflecting the importance of the Spanish hostelry industry and the strong link between Ecovidrio and the HORECA sector.
  • Ambassador: We counted on Lidia Torrent as EcoVares ambassador, which allowed us to reach more audience and give a more dynamic touch to the event. Thanks to Lidia, we were able to reach more media, especially in the lifestyle sector.
  • Format: To make the event more dynamic, the format was a breakfast presentation. Spokespersons from Ecovidrio and Hostelería de España sat at the bar to present the main lines of EcoVares, perfectly reflecting how bars are the places where Spaniards tend to discuss the most important issues.

SUCCESS IN THE DATA

11
MEDIA ATTENDING (El Español, El Economista, Avenue, Fuera de Serie, EFE, Retema, Gtres, El Duende, El Asomrario, Caternews and QCom)
66
MEDIA IMPACTS
54%
TIER 1
756,327
AVE
144M
CUMULATIVE AUDIENCE

"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".

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