Pestana CR7: The Best in the World
Pestana CR7: The Best in the World
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Challenge
With the opening of the first Pestana CR7 hotel in Funchal, the result of a partnership between Dionísio Pestana and Cristiano Ronaldo — both natives of the island — the client wanted to generate media impact far beyond CR7's physical presence at the inaugurations, while also incorporating a sense of social responsibility.
Strategy
If the first hotel from the world's best footballer and the best Portuguese hotel group was going to open, then only the best in the world should be the first guests. The surprise? It was the children from Criamar, an association in Madeira supported by the Pestana Group. The moment was captured on video, kept secret, and revealed by Cristiano Ronaldo himself before Christmas.
Beyond this idea, Corpcom developed a series of actions between June and December 2016, including soft openings and inaugurations in Funchal and Lisbon, menu presentations, events, and interviews.
Results
The video reached over 2 million people and generated news reports on Christmas Eve. In just six months, around 1,000 news items were generated, with more than 140 television reports, over 260 print articles, and more than 500 online articles.
Other success stories
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